How CMOs Can Get CFOs on Their Side
Harvard Business Review
NOVEMBER 25, 2013
Marketing is in the midst of an ROI revolution. Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent). The opportunity is enormous. And let’s hope it generates demand.’”
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