


According to what was shown previously, we now have a clear understanding that marketing has an evident and undeniable impact on the turnover and profits of a company. Based on equivalent and even weaker scientific research results, doctors, for example, continuously make decisions related to the health and the need for health care for us all, even you (graph 11).
The results of this study were quite clear: with the statistical reliability of 95% that those companies where the CMO was a part of both the management team and strategic decision making had a better result of 15% measured by Tobin’s Q than companies where the CMO was not a part of the activity of a strategic management team. The results remain steady throughout the whole period considered, hence the participation of a CMO in the strategic work always produced better results compared to companies that arranged things differently (graph 14).
