How CMOs can move beyond short-term metrics and convince their colleagues that long-term growth requires patience.
Chief marketing officers are reporting increased pressure to prove the impact of marketing spending. But too often this means a focus on short-term metrics, like sales revenue, instead of longer-term efforts like brand building. To achieve their long-term strategic objectives, CMOs must work on building the business case with their CFOs and other peers. The authors offer 10 actions that will help marketing leaders build the patience, trust, and confidence that long-term growth and value are on the horizon.
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