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18 October 2024 / Article
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Copy LinkChief marketing officers (CMOs) want to communicate their team’s business impact in financial terms, but connecting customer action to marketing activities can be difficult, making better attribution models marketers’ number-one wish list item to improve performance measurement.
This article describes where CMOs stand on marketing performance measurement based on insights from interviews with CMOs, CEOs, and executive recruiters; a CMO roundtable and survey; and third-party sources.
This article is part of a series of insight articles on the CMO role.
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