Why CEOs without a marketing background struggle to build effective marketing teams – and what they can do about it

The role of a CEO has expanded significantly in recent years, requiring leaders to navigate complex business landscapes. However, many CEOs face a substantial challenge when it comes to marketing: they lack a marketing background. Recent research reveals that only 13% of Fortune 500 CEOs have any significant experience in marketing, with most CEOs coming from finance, operations, or engineering backgrounds. This creates a gap in understanding that can hinder their ability to recruit, manage, and align effective marketing teams with business objectives.

The Challenge for Non-Marketing CEOs

1. Understanding the Marketing Function's Strategic Role
   
   

   One of the core challenges faced by non-marketing CEOs is the misperception of marketing as solely a tool for lead generation or sales support. This limited view can lead to underinvestment in key initiatives like brand building, customer experience, and market positioning. Without a strategic understanding of marketing, CEOs risk missing opportunities that could drive long-term business growth.

   Marketing plays a critical role in shaping a company’s overall strategy. Beyond tactical execution, it helps define competitive advantage, build customer loyalty, and influence product development. CEOs lacking a marketing background may struggle to recognise these strategic elements, leaving marketing disconnected from broader business goals.
   
   

2. Navigating a Rapidly Evolving Marketing Landscape
   
   

   The marketing landscape is constantly evolving, driven by advancements in technology, data analytics, and digital platforms. Non-marketing CEOs often struggle to keep pace with these developments, putting them at a disadvantage when making informed decisions about marketing investments.

   With the rise of AI tools, personalised customer experiences, and omnichannel strategies, staying ahead of competitors requires specialised knowledge. CEOs without a background in marketing may not fully grasp how to harness these tools effectively, limiting their ability to adapt quickly to industry changes.
   
   

3. Challenges in Recruiting the Right Marketing Talent
   
   

   When it comes to building a marketing team, non-marketing CEOs face difficulties in identifying the right talent. The ideal CMO or marketing leader needs a balance of creative thinking, data-driven decision-making, and strategic leadership—qualities that can be hard to assess without prior marketing experience.

   Hiring the wrong leader can lead to misaligned strategies and subpar results. Research shows that companies with strong marketing leadership outperform their competitors in revenue growth and market share. CEOs without marketing expertise may not fully understand what to look for, leading to hiring missteps.
   
   

4. Managing and Supporting Marketing Teams
   
   

   Even after assembling a marketing team, non-marketing CEOs may struggle to manage and support them effectively. Without a clear understanding of marketing performance metrics or long-term strategies, many CEOs find it challenging to provide meaningful guidance to their teams.

   This lack of alignment can result in frustration on both sides. Marketing teams may feel unsupported in their efforts, while CEOs might expect results without fully understanding the processes involved. As a result, marketing initiatives can become disconnected from the company's overall vision.
   
   

5. The Power of the CEO-CMO Partnership
   
   

   One key insight from McKinsey highlights the importance of a strong partnership between CEOs and their CMOs. Companies where CEOs place marketing at the core of their growth strategy are twice as likely to achieve substantial growth compared to those that don’t. Building a collaborative relationship between the CEO and CMO ensures that marketing efforts align closely with business objectives.

   A strong CEO-CMO partnership can lead to clear, actionable growth metrics and more integrated marketing strategies, driving significant business outcomes.
   
   

6. Limited Marketing Experience Among CEOs
   
   

   According to Forbes, only 13% of Fortune 500 CEOs come from a marketing background, with most hailing from finance, operations, or engineering. This lack of marketing expertise can limit a CEO's ability to fully comprehend marketing’s broader role in business success.

   Given the increasing complexity of marketing—especially with the rise of martech and data analytics—this lack of understanding can be a major hindrance to a company’s growth potential. CEOs who overlook the strategic importance of marketing are at risk of underperforming in today’s competitive, digitally driven market.

Conclusion

In an era where marketing is central to business success, CEOs without a marketing background face significant challenges. From struggling to recruit and manage marketing teams to navigating a rapidly evolving landscape, these leaders often lack the insights needed to fully leverage marketing’s potential.

However, by leveraging resources such as Fractional CMO services, CMO recruitment, and Marketing Leadership Coaching, CEOs can close the knowledge gap and build marketing teams that drive meaningful growth.

If you want to read more about the importance of a CMO in your business, read our next blog - Understanding the role of a fractional CMO: Why flexibility matters in marketing leadership.