CMOs’ Status Symbol: Commercial Growth
The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you consent to the use of cookies. 

CMOs’ Status Symbol: Commercial Growth

/ Article

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.

Key Insights

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.

Key Insights

  • CMOs need to quantify their teams’ contributions in financial terms and establish suitable metrics with the CEO and CFO to align with company goals and speak their language.
  • While digital tools offer marketers a wealth of data, attributing customer action to specific marketing initiatives remains challenging.
  • Showing financial returns on marketing efforts is the best way to secure budget, but during economic slowdowns, marketers might need to get creative to achieve more with less.
  • CMOs can support their communications colleagues in tracking financial impact—and can learn from them about their more holistic consideration of stakeholders.
This publication is only available to Members. Please sign in to your myTCBTM account to access it. To learn more about becoming a Member, click here. To check if your company is a Member, click here

Forgot Password?

 

Keep my computer signed in

 

By Clicking 'Create Account',
You Agree To Our Terms Of Use

Create Account  

Members of The Conference Board get exclusive access to Trusted Insights for What’s AheadTM through publications, Conferences and events, webcasts, podcasts, data & analysis, and Member Communities.

Author

Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

Read Bio

Other Related Resources

✕
hubCircleImage