- Prioritizing effectiveness ensures you set the right goals and avoid damaging business decisions such as cutting budget or overinvesting in ineffective media.
- Using creativity to drive effectiveness should therefore be a key focus for the marketing organization.
- A marketing effectiveness framework can help define what the team needs to achieve to contribute to desired business outcomes.
- The right measurement approach can help break down internal silos and enable marketers to speak the language of the C-suite....
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