Harvard Business Review
NOVEMBER 25, 2013
Marketing is in the midst of an ROI revolution. ’” To reverse this perception and to get greater bang for marketing’s buck, we believe that CMOs must become true collaborators with CFOs and adopt a marketing ROI approach that’s driven by analytics. The opportunity is enormous.
Harvard Business Review
DECEMBER 28, 2016
When it comes time to set key performance indicators (KPIs) for the program, be sure to match them up against input from both your CMO and your CFO. There is place in the world for performance benchmarking survey metrics like net promoter score (NPS). There are many obstacles and detours that can prevent full ROI from your CX program.
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