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A startling statistic highlighted by recent research shows 80% of CEOs don’t trust the efforts of their marketing team, meaning as product marketers, we’re not getting the recognition we need.

Why is this? Because we need to transform into ROI marketers and reconnect with the financial realities of our organizations. In this article, I’ll share lessons learned that you can harness to become an ROI marketer.

80% of CEOs and decision-makers don't trust what marketers do. For many of us as marketers, our decision-makers and CEOs don't believe in what we do.

80% of CEOs don't trust their marketing teams.

It's eye-opening. This was a survey that was conducted by an English researcher of over 1000 different CEOs and decision-makers, not only in the US, but in North America, Europe, Asia, and Australia. Not only large companies, both small and large enterprises. It was consistent.

Why is that?

If you think about it, in the PnL marketing is the big expense. It's the one expense. If you think in terms of GoDaddy, we spend a tonne of money in marketing, TV, banners, and digital, it's the one huge spend.

But it's also because most of the marketers are disconnected from the financial realities that their companies are trying to hit.

One lesson learned from that research is they said if the marketing team or the marketers have more of an ROI mentality, or they are more ROI marketers, then we tend to believe more in what they're doing.

What I want to try to do in this article is share some lessons I've learned with the aim of helping you become an ROI marketer.