According to The Drum research, CMOs struggle to prove marketing's value and link it directly to business growth, a challenge compounded by the current economic climate.
Heni Hazbay emphasized that the increasing regulatory changes and privacy measures have created a 'perfect storm' that hampers accurate measurement of marketing success.
Hazbay pointed out the need for CMOs to evolve into strategists and effective communicators who can translate marketing performance into terms that resonate with the boardroom.
The measurement challenge means CMOs must collaborate across departments to create clear business cases, securing buy-in and unlocking further marketing investments.
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