B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
77%
77% -- share of senior marketing executives believing marketing needs stronger voice in corporate strategy for senior marketing executives (2022)
77% of surveyed senior marketing executives believe the marketing function needs a stronger voice in setting corporate strategy as owners of the customer journey.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
77%
Unit
Percentage
Data Vintage
2022
Entity
Sample Size
200
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
EY / Financial Times
Primary
Tier B
https://www.truevoicegrowth.com/post/adopting-a-full-funnel-marketing-philosophy-is-the-key-for-cmos… ↗
Source Article
Adopting a Full Funnel Marketing Philosophy Is the Key for CMOs Driving Change & Creating Value Fast in 2022
Adopting a Full Funnel Marketing Philosophy Is the Key for CMOs Driving Change & Creating Value Fast in 2022
By Kurt Genden
Co-Founder and Managing Partner
TrueVoice Growth Marketing™
LinkedIn Profile
In this time of dramatic upheaval and change, marketers have an unprecedented opportunity to take t…
Original Research
EY / Financial Times
· Original study ↗
Methodology
EY/Financial Times survey of approximately 200 senior marketing executives, cited via Harvard Business Review article
Methodology documented
Segmentation
Industrymarketing
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Plain Text
senior marketing executives: 77% share of senior marketing executives believing marketing needs stronger voice in corporate strategy. Source: EY / Financial Times (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/cmos-strategy-voice-ey-ft-survey-2022
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<blockquote cite="https://lighthousedata.io/data/cmos-strategy-voice-ey-ft-survey-2022" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- share of senior marketing executives believing marketing needs stronger voice in corporate strategy for senior marketing executives<br><small>Source: EY / Financial Times (2022) · <a href="https://lighthousedata.io/data/cmos-strategy-voice-ey-ft-survey-2022" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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