When you disconnect the CEO from the marketer, you have two different operations taking place. This is why thinkers like Drucker realized that marketing is a responsibility of the CEO (Drucker rightly connected innovation and marketing). The CEO must bring parity between what the marketer says and what the business is. So, the CEO must understand (and guard) the business’ value proposition, and then enable its effective communication. Ultimately, the CEO must guarantee alignment between the claim and the reality.