By nickjohnson - April 13th, 2013
As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013.
When one breaks out the respondents from Communications and Marketing functions, there is a striking difference of opinion. 65% of communications execs say that it is ‘very important’ to work better with marketing in 2013, and yet only 48% of their peers in marketing believe the same.
Why? Is Marketing the function with more power within business? It’s certainly true that CMOs are more often responsible for Communications departments than CCOs responsible for marketers.