Research Shows that Chief Marketing Officers Want to Measure Results - Almost 50% Believe it is the Most Important Issue They Face

Richard Guha, Principal of The New England Consulting Group, the leading market driven strategy consulting firm in the US, shows that Chief Marketing officers are well aware of the need to tie marketing to performance, with over 45% listing it as one of their top issues.

Pasadena, CA (PRWEB) February 28, 2005

A recent issue of Business Week magazine mentioned the blending of marketing and finance. Some financially driven consulting firms are now addressing marketing, assuming that marketers are unaware of finance. Some academics and CEOs believe that CMOs are not concerned about financial payback. Research, which the New England Consulting Group executed, suggests that this is untrue. 45% of those polled listed this as a key issue – more than for any other. However, CMOs and CEOs often lack a sense of the value of process in marketing and the time it takes to establish the data needed to predict and measure payback.

Richard Guha, Principal of the New England Consulting Group, who spearheaded the study, stated that, “CMOs are in the forefront of the battle when a company is competing or looking for growth. While it may appear that many marketing activities are not subject to measurement, they are if the company has the patience and determination.” He went on to point out that, “the danger is that short-term thinking applied to marketing results in in activities which sacrifice the long-term for immediate results.” This research will be the basis of an article in the next New England Journal of Marketing.

Richard Guha, with Bachelor’s and Master’s degrees from Cambridge University, has been a corporate officer in three major global corporations, President of Reliant Energy Retail, CMO of MediaOne/US West, and Remedy/BMC enterprise software. He founded several companies and has been on the Board of three.. He brought his experience and insight, gained in fifteen years in the rigorous and competitive world of consumer packaged goods at Procter & Gamble and Mars, Inc., to other industries, and played pivotal roles in the transformation of several major corporations. Richard created the consumer broadband market and he has advised many Fortune 500 corporations and well-known CEOs.

The New England Consulting Group has been the premiere management consulting firm specializing in strategic and tactical marketing management for twenty-five years providing expert services both domestically and globally to Fortune 500 companies, including Procter & Gamble, General Electric, Kraft/General Foods and PepsiCo, among many others. Innovators of such ideas as The Marketing RoadMap, Six Sigma Marketing, and practitioners of the Principal Principle, the New England Consulting Group continues to seek new avenues for the expression of insightful and innovative ideas.

For More Information Contact:

Richard S. Guha – 626-616-3492 or Richard.Guha@thenecg.com

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