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Marketing and upper management speak different languages, often resulting in neither getting what they want.
Marketing typically focuses on brand awareness, generating quality leads for sales and retaining current clients. This is inarguably a bank marketer's job. So why is it that senior managers are so reluctant to embrace programs designed to accomplish these goals? Surveys of chief executive officers (CEOs) and chief financial officers (CFOs) indicate that Marketing presentations tend not to address the one thing senior executives care most about — quantifiable return on investment (ROI).
About the publisher:
FPS develops, manages and distributes custom business content on behalf of banks and other financial services marketers. Specializations include conference presentations, e-newsletters, white papers, case studies, and bylined article writing and placement services.