Chief marketing officers (CMOs) must show how marketing activities contribute to the business bottom line. Other members of the C-suite, from the CEO and CFO to the head of sales, want evidence of return from the 10%+ of revenue that goes to marketing.
Marketers, for their part, have never had more data available to share. Yet many still find it hard to identify metrics that correlate to their goals and share them in a convincing way. For instance, they aim to increase customer leads by 5%, but struggle to draw a line that connects marketing actions to lead generation. The irony, lost on no one, is that the executives most skilled at storytelling are tongue-tied when it comes to communicating their function’s success.