Originally published in Entrepreneur
By Shafqat Islam
After years of clamoring for more recognition, chief marketing officers finally have their seat at the table.
Not so long ago, CEOs and CFOs tended to view marketing departments strictly as a cost center where artsy people sat around coming up with pretty pictures and creative ideas. That’s all been turned on its head as the top leaders increasingly look to CMOs as vital engines of growth.
This new-found recognition means they are under more pressure than ever to prove their value to CEOs and CFOs in terms of revenue and profits, as well as justify the rising spend, especially on marketing technology.
There’s simply no place for CMOs to hide anymore. And they shouldn’t want to. The question is how they can take advantage of the opportunity and mitigate the outsized blame they receive when the company isn’t hitting the numbers. I believe the heart of the problem is that CMOs lack visibility into their marketing activities and can do a better job of creating metrics that show how their activities are generating revenue for the company.
Read the full article at Entrepreneur.com