We understand why CEOs and the board need numbers from marketing. They want to understand whether their investment in the go-to-market function is paying off. And it’s a fair request. The problem is that marketing isn’t just a pipeline generation function. Marketing leaders are responsible for curating a brand, building awareness, engaging customers, and even building an online presence that attracts the right workforce. Boiling marketing impact down to a single number doesn’t make sense. So how do we balance what the board is asking for with fair representation of everything we do? Watch a panel of experts discuss how CMOs can prove ROI and own the boardroom.
