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Nailing the ‘alligator pitch’: Marketers on sharing the effectiveness message
CEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
It is one of the biggest challenges in marketing. Not reaching consumers or hitting the right tone in a campaign. Not mastering new channels or monitoring brand health. No, the real challenge for many marketers is talking to the finance department and, in many cases, the CEO.
However, according to Marketing Week’s exclusive Language of Effectiveness research, the problem could be simpler even than that. The two groups speak different languages and often don’t share relevant information even when it is available.
