I am writing about the CMO Survey that has come from Duke’s Fuqua School of Business over at Marketing Pilgrim.
As I was looking through the report I saw this chart and immediately I called BS!
I just had to call BS on this one. I think that it is the smart thing to say that sales and marketing work on an equal basis because they should. Does it happen in real life 70% of the time? And what does working on an equal basis mean? With the other options being one works within the other’s function (marketing in sales and vice versa) this is confusing. What the real question needs to be is do they work together? That’s where the important stuff happens. Equal basis?
I call BS! Do you?
C’mon CMO’s be honest. How integrated are you with your sales counterpart. There usually is no CSO (Chief Sales Officer) although maybe their should be. Bottom line is that I don’t think this stat is realistic. It’s not a knock on the survey. it’s a knock on those answering the survey. No wonder people don’t trust marketers. The fibs start at the top!
