Marketing budgets are never entirely safe. While it may seem like pressure is easing as global economic estimates turn slightly sunnier, consumer demand is still getting more expensive to capture and close – which means scrutiny from finance chiefs is as tough as ever.
To keep investment flowing, CMOs need to get better at not only boosting and showing short-term impact, but also illustrating how their efforts create long-term brand interest, in a way that makes sense to CFOs. Or put simply: using the right kind of data to prove real value.
