Hard evidence of serious alignment issues has been unearthed in a new Chief Marketing Officer (CMO) Council report, which lays bare the disconnect in strategic media activities, return on investment and the performance of earned media arising from a lack of understanding between marketing and comms teams.
Why aren’t marketing and comms aligned?
Insights were gleaned from a survey of 150 brand leaders, together with a dozen in-depth interviews with top execs from the likes of IBM ad Nokia.
Among marketers, the blame is laid squarely on the emergence of functional silos, with 55% of respondents attributing the disconnect to poor communication.
Other factors thought to play a role are different key performance indicators and objectives, as well as problematic reporting lines, with both issues raised by 41% of respondents.
Interestingly, comms leaders tell a different story, citing budget and the means to knit marketing and their roles closer together, as the main challenge.
At present, financial resources are skewed heavily in favour of marketing courtesy of their tangible impact on revenue.
This focus on the bottom line is reflected in the metrics cited by marketers as being important to their role, which is dominated by sales leads and revenue contributions.
By contrast, the top metric among comms teams was awareness.
How can marketers bridge the gap with PR teams?
The CMO Council's top recommendations include the creation of cross-functional team meetings. This was recommended by 77% of respondents.
The report also calls for integrated campaigns (63%) and the introduction of shared goals and metrics (57%).