Chief marketing officers have always known that marketing adds tremendous value to the organization. The challenge has been for CMOs to show that value and demonstrate measurable ROMI to the C-suite. So while the rise of big data today may create more accountability, what it brings most to CMOs is opportunity.
The Economist Intelligence Unit report The New Rainmakers: CMOs' Drive to Deliver Business Value explores how CMOs are now embracing this new accountability mandate and rebuilding their marketing organizations with a more nimble, data-driven approach. Read what 389 marketing executives worldwide had to say about:
- The challenges and action plans for linking marketing to business outcomes.
- Ways to communicate the value of creativity to the organization.
- The role the CMO plays in the organization and how this will change in the next three years.
- What marketing’s top function in the organization should be.