The Unseen Problem Between Business Leadership & Marketing
There is a clear chasm, driven by misunderstanding between the C-Suite and Marketing, that creates drag on efficiency and effectiveness.
This lack of alignment is The Marketing Gap.
From the Desk of Drew Dinkelacker
Author: You Can't Lead What You Don't Understand
Host: The Marketing Accelerator Podcast
Facilitator: Marketing Accelerator Round Table
CMO: Two Decades of Fractional Chief Marketing Officer Service
Unseen Problem Between Marketing & Leadership
After 100+ informational interviews for The Marketing Accelerator Podcast, I started hearing the same message from marketing executives. “Business leadership doesn’t understand marketing.” After plenty of informational interviews with business leaders, they shared a common perspective with me. ”Marketing leaders don’t understand business!”
There is clearly a chasm in understanding between business and marketing leaders.
I call it The Marketing Gap.
3 Indicators of a Gap
A Marketing Gap may be forming when business leadership starts asking questions like:
- I don’t understand why we are doing what we are doing in marketing.
- WHAT am I getting for my marketing expense?
- WHATEVER marketing is doing, it doesn't seem to move the needle!
3 Responses By Leadership
Business leaders experiencing symptoms of a Marketing Gap tend to respond on this continuum:
- Change the Marketing Budget – Leadership chooses first to Increase the marketing spend to find out if more investment will make an impact. If it doesn't, they cut the budget because the funds required outweigh the risk.
- Hire a Consultant - Leadership hopes that bringing in expertise from outside of the organization will improve the situation.
- Replace the Marketing Leader – Leadership feels that they have done everything possible and has decided that it is time for fresh blood in the hopes that the situation will improve.
"In my experience, leadership's responses are expensive, time consuming and don't address the core issues of the Marketing Gap. "
Drew Dinkelacker, The Marketing Accelerator
A Path Forward
For the last 20 years, Drew Dinkelacker has quietly helped business leaders to better understand their marketing efforts, gain a better handle on marketing ROI and eliminate their Marketing Gap.
His Bridge The Marketing Gap Assessment will identify how wide and how deep your Marketing Gap runs. A visual representation of The Marketing Gap brings the structure and content necessary to have the honest conversation that will close your company’s Marketing Gap.
The Marketing Gap Assessment is Quick and Deep
The Marketing Gap requires:
- 30-minute zoom with business leader for data gathering
- 30-minute zoom with marketing leader for data gathering
- 30-60 minutes zoom with business and marketing leader together to review findings and build The Marketing Bridge
- Bridge The Marketing Gap Report (PDF)
Bridging Your Marketing Gap Will Deliver 10x Your Assessment Fee
The fee to assess the Marketing Gap at your organization is $1500. A small payment for a significant benefit that can easily deliver 10x the value in efficiency and effectiveness of your marketing alignment.
Who Is Drew?
Drew Dinkelacker
The Marketing Accelerator
Fascinated by Leaders – The most courageous people I know are business leaders. They see opportunities where others see obstacles. They take risks that others wouldn’t. I walk alongside and guide them on their journey to become better marketers and better leaders.
Marketing Guru – For 20 years, clients and colleagues have called me a Marketing Guru. Honestly, I don't really know what that means. I do look at things differently. A client once told me, "You make the obscure obvious."
Superbowl Commercial Fanatic – Every year, the best marketing minds in the world are engaged to deliver a message in 30 seconds for a cost of over $5M. As a Voting Panelist on USA Today's AdMeter Rating of Superbowl Commercials, I share nuggets of marketing wisdom via The Marketing Accelerator Podcast which features three insights in about three minutes. This short format is packed full of practical value for busy leaders.
Truth Speaker – As your confidante, I'll tell you what your team won't. I'll expose your vulnerabilities that have been hiding, help you understand your assets and strengths and together, we'll build your Marketing Flywheel. Seek the truth, first.
Let's Talk
A simple conversation between colleagues can reveal insights not previously realized.