When it comes to marketing, most CEOs at B2B companies make lousy catchers, and even worse pitchers.

It's tough to find a CEO who really loves to talk about marketing. Business owners, presidents, and CEOs pack into sales seminars, but similar marketing events are filled only with marketing directors and marketing VPs, with few CEOs in sight. And yet, in which area of the business do you think the CEOs are dumping more money without a measurable return, marketing or sales?

Typically, most CEOs have solved the sales puzzle to some degree or they wouldn't still be around solving problems. But many CEOs of private B2B companies get sales to a certain level and then see only minor fluctuations. Annual sales of $18 million might dip to $17 million, for example, then go back up, but no further. After several years, the CEO concludes that new rainmakers, training, and coaching aren't making that sales figure budgets, so maybe they should try some of that marketing stuff.

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