According to recent research, 40 percent of CMOs do not feel prepared to meet their marketing objectives, and 70 percent believe they have only five years to fundamentally overhaul their company's corporate marketing model in order to achieve competitive success.

CMOs report that inefficient business practices and the lack of funding and resources are among the barriers they face that ultimately hinder them from improving their performance and meeting their business goals. The five major marketing capability areas that are impacted by these hindrances are digital orientation, customer analytics, offering innovation, customer engagement and marketing operations.

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... in 2007, one-third of CMOs said they were satisfied with their ability to measure marketing ROI. That's a major disconnect with the CFOs. And remember, the guy with the gold makes the rules.

Wal-Mart and BMW have figured out how to put a long-term value on their customers, and are able to direct their marketing investment more effectively. PepsiCo also assessed the value of customers. Since Diet Pepsi drives its brand equity, Diet is where the marketing dollars are going.

But 55% of senior marketing executives lack a quantitative understanding of brand value, according to a recent survey by the Association of National Advertisers (ANA) and Interbrand. Furthermore, because the brand's impact on corporate value is not clearly quantified, it's not being incorporated in decision-making: 64% of senior marketing executives say that brands do not influence decisions at their organizations.
CEO Dashboards can be a great way to shed light on customers and sales process performance and get feedback on how you as the CEO are performing your role.

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