Marketing is more than just creative ads—it's a measurable driver of business growth. However, CMOs face challenges in convincing CFOs that marketing is a strategic revenue generator.
Rethinking Measurement: From Clicks to Conversions
The success of marketing campaigns has been traditionally measured by impressions, clicks, or video views. Modern marketing demands a measurement framework with incrementality, attribution, and marketing mix modelling (MMM) to more accurately determine the effectiveness of marketing efforts.
Speaking the Language of Value
Marketers must use metrics that evaluate real business outcomes. Align marketing efforts with business goals, clarify ROI at each stage of the funnel, and maintain continuous monitoring to link marketing activities with business results.
Reframing Your Marketing Strategy for Greater Impact
Marketing teams should reframe their strategy starting from the company's business objectives. By using performance-tracking tools, marketers can present marketing as a revenue-driving tool and gain CFOs' trust, becoming more strategically important to the organization.
An updated approach to marketing demonstrates its value as a strategic business driver and fosters CFOs’ confidence in marketing initiatives.
