Metrics for CMO performance

Chief marketing officers find themselves with greater influence in the boardroom than ever before, as the tools they use grow more sophisticated.

Metrics for CMO performance

Dimitri MaexOgilvyOne New York

Dimitri Maex of OgilvyOne New York outlines five ways for CMOs to persuade the boardroom that marketing expenditure has a positive effect on the bottom line.

A lot of the chief marketing officers (CMOs) I meet these days feel wrong-footed. They have greater influence than ever in the executive suite as the tools they use grow in sophistication. CMOs, in conjunction with their planning and analytics partners, can understand the behaviours and desires of individual consumers with unparalleled accuracy and use that knowledge to market the company better. That's good news...

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