CEOs and CMOs Are Butting Heads at More Companies Than We Know — and It’s Been Going on for Some Time

Many chief executive officers (CEOs) and chief marketing officers (CMOs) have different perspectives on the role of marketing, and that disconnect is hindering growth, a McKinsey survey found.

McKinsey found that companies led by CEOs who value marketing and branding as top growth drivers are more likely to experience significant revenue growth. Specifically, B2C firms prioritizing marketing are three times more likely to achieve over 5% revenue growth than those who don’t prioritize it, and B2B companies prioritizing marketing are more than twice as likely to exceed this threshold.

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