Marketing - The Battle Between Believers and Non-Believers: Part 1

CMO Confidential

A CMO Confidential Interview with McKinsey Marketing & Sales Partner Robert Tas and Nick Primola, EVP and Head of the CMO Practice at the ANA. We discuss their recent study and Wall Street Journal article showing that CEO's who have marketing at the center of their strategy have measurably better results. They discuss the 3 types of CEO's including "non-believers" and why so many still exist, the dangers of running marketing as a cost center, and the tremendous variability of the CMO role. Key topics include: the biggest areas of misalignment; the need to connect to financial outcomes; how marketing needs to "claw it's way back;" and their belief that it is "Ludicrous to think the CMO role is going away." Listen in to hear why Business Schools are a significant part of the problem.

00:00 Introduction to CMO Confidential

00:40 Unveiling Today's Guests and Topic: The Marketing Belief Divide

01:24 The McKinsey-ANA Study: CEOs, Marketing, and Growth

01:57 Exploring the State of the CMO Job Today

02:53 The CEO-CMO Disconnect: Understanding and Bridging the Gap

05:51 The Role of Data in Marketing and Overcoming Non-Believers

08:50 Strategies for CMOs Facing Skepticism and the Importance of Sales Metrics

20:02 The Impact of the McKinsey-ANA Study and the Path Forward

24:44 Conclusion and Teaser for Part Two

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