Chief 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.
myTCB® Members get exclusive access to webcasts, publications, data and analysis, plus discounts to events.