80% of CEOs don’t trust marketers.
And yet 91% of CEOs do trust CIOs and CFOs
In addition to the many challenges marketers are currently facing with the COVID-19 pandemic and overall social change, a study by Fournaise Group found that CEOs felt marketing was not meeting expectations, causing a lack of confidence. Whether it was due to too much emphasis on martech or marketing “hype”, the outcome is clear: the credibility of marketing is at risk.
The thing is, those credibility issues are not limited to the C-Suite. Customers have trust issues with marketing as well and for good reasons:
- Brand vs. Customer Focus
- Lack of Confidence & Trust
- Not Delivering Value
- Not Meeting Expectations
- Lack of Authenticity