What do credit union chief executive officers want from their chief marketing officers (or the person leading their marketing efforts)? That is a burning question Jeff Rendel sought to answer. He presented his findings at CUNA’s Marketing & Business Development Certification School (which if you have not attended is a “must do” event for every credit union marketer or business development person).

As part of his research, Rendel received over 400 responses from credit union CEOs.

“Talent is overrated,” Rendel said. “The responses showed that 61% of CEOs are not satisfied with the innovation shown by their CMOs and 53% of CEOs feel they aren’t getting the strategic thinking they need from marketing.” He went on to note that 47% of CEOs are unsatisfied with the level of agility demonstrated by their CMOs and 51% of CEOs are looking for better member insights from their marketing leaders.

So what do CEOs really want from their marketing team? According to Rendel, four traits were paramount:

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