How marketers can win over the C-suite

Marketing has hit a crisis in confidence. Not only is consumer trust in marketing declining, marketing’s position and influence within organisations is also coming into question.
In June, McKinsey released a report on the importance of the CMO’s rapport with the C-suite, which reveals 83% of CEOs see marketing as a clear driver of growth. However, only 50% of chief financial officers (CFOs) believe marketing drives growth and 40% say marketing investments should not be protected duri