Opinion: Measuring marketing's success. By David Arrowsmith
Marketing is still regarded as a cost rather than an investment. But SAS UK strategy manager David Arrowsmith argues that marketers need to get to grips with the data at their disposal if they are going to change this view.
Only 14% of the FTSE 100 has a marketing director on the board. In the FTSE 250 it gets worse.
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Marketers on board = better TSR!
"PA Consulting Group shows that 21% of the FTSE 100 CEOs have a marketing background, and that their companies output is greater than others', delierving more than 5% superior returns to shareholders." - Marketing Genius - Peter Fisk