Marketing and marketers get a lot of stick from organisations and from consumers it is apparent.
A few months back we did a great discussion based on some (supposed) research that 73% of CEOs didn't think too highly of CMO's. And marketers know that consumers often lambast "marketing" as the dark side,
The usual response of marketers is to explain that enough CEO's don't understand marketing - which seem true but doesn't really help the position of marketing.
All of the C suite bar the CMO have legal responsibilities. The CEO to the board and shareholders (a legal resonsibility to maximise profits). The CFO to report finances accurately - especially to the board, shareholders and government authorities. Even the COO usually has the responsibilty of producing products that are safe and meet any legal requirements.
Certainly the CMO has responsibility to ensure that any marcoms are not misleading. But we could do better.
Modern marketers are taught that their prime focus should be on consumers - and while they are constantly told/reminded that shareholders must come first they all know that unless consumers are buying shareholders won't prosper.
Problem is that in business law, consumers come in last. If a business fails they have few if any rights. Certainly there are growing consumer protection laws - but if marketing and I think business overall is to prosper more, consumers need to be moved to the top of the legal framework. And because consumers are their primary focus of marketers - make consumer's rights their responsibilty.
With such legal responsibilties is going to come more authority and respect within the company - if the marketer is doing their job properly.
Yes the upshot will be more work for the CMO/Marketing department but that is the price I expect we have to pay if marketing is to gain more respect in the C suite.
The other result will be better marketing and a lot better deal for consumers/buyers.
What do you think? Let me know?
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