The True Measure of Success
Every other function in the company presents the anticipated ROI to the board when asking for capital to build a plant, acquire a company or open a branch office in the middle of nowhere. Until now, marketing has spent millions every year--year in, year out--and has never had to show an ROI. Instead, it charms the board with a sound and lights show.
If you're wondering why marketing lacks respect in the C-suite, if you're wondering why marketing budgets get cut at the start of the fourth quarter, here's a thought: If you refuse to behave like an adult and justify your existence like every other function, you will continue to 'get no respect' and be treated like a talented but irresponsible child.
Readin CMO Magazine.
Looking for the latest in product and data science? Get our articles, webinars and podcasts.