How CMOs Can Get CFOs on Their Side
Harvard Business Review
NOVEMBER 25, 2013
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). Together with the CFO, the CMO must develop a set of objectives that directly deliver on financial objectives and business goals.
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