Marketing Must Demonstrate Its Value—Here Is How

Trusted Insights for What’s Ahead^®

• Making marketing’s work and contributions better understood and valued internally enhances marketing’s position to get the resources and strategic influence that enable the function to foster business impact and growth.
• Marketing exists to drive revenue growth. To earn the confidence of CEOs, CFOs, and boards, marketing must demonstrate that its initiatives contribute to revenue growth.
• Marketing leaders need to educate their colleagues, including senior leaders, on marketing’s work, basic marketing principles, and digital marketing. But they have to balance this with communicating marketing’s quantitative impact, which should be a key priority.
• Jobs that give marketing leaders experiences as business leaders will make them more effective marketers and position them for other business leadership opportunities.
• Marketing is increasi