CMOs and CEOs at enterprise companies are disconnected over marketing definition, comfort with modern marketing, and measuring impact, according to recent research from McKinsey & Company.
The report surveyed 75+ CMOs and CEOs from Fortune 1000 companies in multiple regions. Compared to a similar survey from 2023, the proportion of CEOs who understand marketing dropped 20%.
64% of CEOs feel comfortable with modern marketing, but only 31% of CMOs say their counterparts are comfortable. And while 70% of CEOs measure marketing impact based on revenue growth, only 35% of CMOs track this metric.
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Three Major Disconnects Between Enterprise CMOs and CEOs
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