The CEO’s Guide to Marketing  cover image

The one with McKinsey Senior Partners Kelsey Robinson and Shelley Stewart about the bottom-line consequences of the CEO and CMO disconnect.

The CEO’s Guide to Marketing 

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Bridging the Marketing Divide

This chapter examines the growing disconnect between CEOs and CMOs regarding marketing's role in driving business growth. Through research and insights from global executives, it reveals a significant gap in understanding and communication about marketing effectiveness. The discussion emphasizes the need for a unified approach to marketing that positions it as a strategic investment rather than a mere cost, ultimately advocating for increased collaboration in decision-making to enhance company performance.

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