Michelangelo Celli is the founder and President of The Cornucopia Group, a specialty consulting firm offering advisory services to CEOs who want more measurement from marketing. The Cornucopia Group has worked for over 5 years exclusively with hundreds of CEOs of privately-held B2B companies selling expensive products or services to help them to gain control of their marketing and selling functions through systems based thinking, and the realignment of their communications structures. When it comes to marketing, most CEOs at B2B companies make lousy catchers, and even worse pitchers.
It's tough to find a CEO that really loves to talk about marketing. Business owners, presidents, and CEOs pack into sales seminars, but similar marketing events are filled only with marketing directors and marketing VPs, with few CEOs in sight. And yet, in which area of the business do you think the CEOs are dumping more money without a measurable return, marketing or sales?