State of Marketing 2012: The CMO Council Calls 2013 "The Year of the Marketer"
According to the CMO Council, a November 2011 Gallup poll cited that telemarketers and "advertising practitioners" were rated among the least trusted professions in America. Only members of Congress, car salesmen, and political lobbyists were lower on the respect tree. In mid-2012, a study by the Fournaise Marketing Group reported that 73% of CEOs believed marketers lack business credibility and were not proving to be growth generators for their companies. Headlines continued to ask about the life expectancy of the CMO, many times questioning if the position and the title should still exist.
However, the CMO believes that is long past, and states inequitably that 2013 will be the year of the marketer.
According to the 550 senior marketing executives who participated in the CMO Council's annual "State of Marketing" study, credibility, visibility, and accountability are high, compensation that is tied to the performance of the business is on the rise, and marketing's position of being core to business growth and expansion is increasingly recognized and respected.
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Source
"State of Marketing 2012: The CMO Council Calls 2013 'The Year of the Marketer.'" The Internationalist. Number 62, 2013.