Robert Tas, a McKinsey Marketing & Sales Partner, and Nick Primola, EVP at the Association of National Advertisers, delve into the critical divide in the marketing industry. They discuss why many CEOs remain 'non-believers' in marketing's value and the consequences of viewing it merely as a cost center. The duo emphasizes the pressing need for CMOs to align with financial outcomes and the vital role of business schools in shaping marketing education. Their insights also reveal why the CMO position is essential for driving business growth.