The new watchword for chief marketing officers (CMOs) is accountability. Disruptions to the traditional marketing model, driven by the rise of digital channels and a wealth of customer and market data, have increased pressure on CMOs and their marketing teams to deliver more measurable return on marketing investments (ROMI). In other words, the challenge at hand is to create more explicit links between marketing activities and business value. An Economist Intelligence Unit global survey among executives and managers finds that marketing is seen as creating value for sales, customer service and product development but less so across other internal business functions such as merchandising, research and development, and operations.
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