How bad has the crisis of traditional marketing become? A recent McKinsey study of publicly traded software companies showed absolutely no correlation between marketing investment and growth rates. Zero.24 Another study, of CEOs’ views of traditional marketing, conducted by the Fournaise Marketing Group, reported that “73 percent of CEOs think marketers lack business credibility and are not effectiveness-focused enough,” and 72 percent of CEOs agreed with the statement that marketers “are always asking for money but can rarely explain how much incremental business this money will generate.”25
