• by Laurie Sullivan , Staff Writer @lauriesullivan, December 13, 2012

CMOs have a difficult time. CEOs want CMOs to show them the value of what they do, according to Mark Jeffery, senior lecturer of executive programs at the Kellogg School of Management, Center for Research on Technology and Innovation at the Kellogg School of Management.

Jeffery delivered the keynote on day 1 of the MediaPost Search Insider Summit. He's stepped through five ideas in 25 minutes covering motivation and marketing divide, as well as data-driven trends such as big data, agile marketing and social squared. Marketers must remember that markets are not made in the downturn. Jeffery said higher performance marketers spend 48% on demand generation marketing vs. 58% for lower performers. It turns out overall lower performers spend 4.4% less than the average company vs. higher performers spend 20% more than the average.

Higher performers spend 13% more on brands, 14% more on customer equity, and 9% more on shaping markets. Lower performers spend 7.5% on branding, 11% on customer equity, and 14% on shaping markets.