This rant was inspired by Emma’s post.

McKinsey’s latest research shows that companies with marketing at their core grow twice as fast. Yet only 4% of FTSE 100 companies have marketing leaders in the C-suite.

The typical response?

Blame CEOs for not understanding marketing’s value.

But here’s the uncomfortable truth: Marketing leaders are making themselves irrelevant.

How?

By positioning themselves as tactical executors rather than strategic leaders.

Let me explain.

Most marketing leaders:

• Present campaign metrics instead of business impact
• Focus on channels instead of market dynamics
• Speak marketing jargon instead of business outcomes

They’re stuck reporting likes, shares, and engagement rates when CEOs want to hear about market share, competitive advantage, and value creation.

Even worse, they’re reducing marketing fundamentals to outdated frameworks like the 4Ps (Product, Price, Place, Promotion).

That’s 1960s thinking in a 2024 world.

Real marketing fundamentals aren’t about tactical checklists.

They’re about:

• Understanding market dynamics
• Creating and capturing value
• Driving business model innovation
• Leading market transformation

The solution isn’t giving marketing a seat at the table. It’s developing marketing leaders who deserve that seat through their business acumen and strategic thinking.

Want to be taken seriously?

Stop talking about:

• Brand awareness metrics
• Social media engagement
• Email campaign rates
• Content calendars

Start talking about:

• Market opportunity sizing
• Competitive advantage creation
• Value capture strategies
• Business model innovation

Because.

CEOs don’t need marketing experience.
Marketing leaders need business experience.

Nothing will change until marketing leaders start thinking and speaking like business leaders first and marketers second.

You’ll keep being relegated to tactical execution, wondering why you’re not getting that strategic seat at the table.

The choice is yours:

Keep blaming CEOs for not understanding marketing or start demonstrating marketing’s strategic value in terms that drive business growth.

Stop asking for a seat at the table.
Start proving you deserve one.

Your move, marketers.

— Thanks for coming to my TED Talk.