Bridge the Gap Between Marketing and Sales

Brief Summary of Episode #43

4 out of 5 CEOs don't trust marketers.

But 9 out of 10 of them trust CFOs and CIOs.

The average CMO lasts about 18 months.

In financial institutions, marketers get viewed as the in-house Kinko's or the "kids with paint and crayons."

And to be fair...

Legacy marketing systems historically had trouble demonstrating any measurable value marketing created on the bottom line. Consequently, CEOs viewed them as cost centers. 

But this thinking must transform.

In a post-COVID world, CEOs need to begin to consider marketing teams as growth centers.

To do that, we need to rethink what marketing is.

Simply put, marketing has two roles:

1. Control the brand and the experience across all channels.
2. Generate leads.

As leads come in through different channels, sales must nurture and convert those leads. Here's where a chief growth officer steeped in marketing can provide strategic guidance and direction to create quantifiable bottom line value.

It's one reason many organizations are transforming their CMOs into chief growth officers. Not so they can have a new c-title, but so they can bridge the gap between sales and marketing.

Key Insights and Takeaways

• Why financial brand CEOs don't trust marketers and marketing teams
• How chief marketing officers are transforming their role into chief growth officers
• Why marketing teams need to hold themselves to higher standards