Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That’s the primary theme of Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey. The 2018 survey produced responses from 283 marketing executives, most of whom were based in the United States. Respondents represented several industries and a…
For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has become the mantra for many CMO’s, and return-on-investment has become the gold standard for measuring marketing performance. Several books and a host of white papers and ebooks have been written about…
In a recent article for dmnews.com, Mike Colombo, the CMO of Cloudwords, argued that many CMOs aren’t ready for a seat at the C-suite table. According to Mr. Colombo, many CMOs aren’t winning a seat at the “grown-up” table because they’re still relying on performance metrics that are inconsequential to company leaders. Recent research has…