Luginbill makes the point that marketers can improve an organization by trimming costs in creative ways. Though marketers can add substantial value to an organization, their level of recognition falls short.
Here are the percentages of C-suite Industry Survey respondents who rated their marketing team's efforts as high value:
The remaining ratings of marketing efforts fell into the categories of valued, neutral, not very valued, or not at all valued. There is obvious room for improvement in the numbers. Marketing's inferiority complex should not limit communications professionals any longer.
A key to entering the C-suite's inner circle—and proof of marketers' worth—comes from the ability to deliver market intelligence.
Speaking on a panel at SHSMD, Thomas Sadvary, president and CEO of Scottsdale Healthcare, said: "Marketing intelligence is very important. We need to know what the doctors, patients, and employees are thinking. As a CEO, the more I know, the more I can drive a strategy. We have a long way to go, we think we know what docs and patients are thinking. Wrong."