This is the second in a two-part series on what separates CMOs who advance from those who stall. Read the previous article about the 5 things CEO-ready CMOs know that others don’t.
The ROI question should sit at the center of every CMO’s job.
Marketing leaders ask for investment, decide where it goes, and are expected to show that it created value.
If a CMO cannot explain, in commercially credible terms, what marketing is generating, the function soon starts to look expensive rather than strategic.
[Insert link: https://www.adweek.com/brand-marketing/cmos-are-driving-growth-so-why-arent-more-becoming-ceos/]
It’s an uncomfortable fact that marketers get fired when they fail to deliver promised results.
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