Management by objective (MBO) is intended to be measurable and directly tied to organization goals. But in marketing, they’re not.
The CMO Mandates
Who owns data quality management? The campaign calendar? Let’s create some guiding criteria for coming up with the best answers.
What are CMOs held accountable for? Say we invest 5% of revenue in marketing, what do the CEO and board of directors expect in return?
This is the first in a series of posts about the three greatest challenges facing marketing organizations in 2018.
Sixteen months ago, we started the revenue marketing journey together. We defined revenue marketing as the combined strategies …
How do you start reporting marketing results and ROI? Here are your best bets for initiating Revenue Marketing reporting this year.