With marketers constantly in pursuit of the next great strategy, tactic or channel, it can sometimes feel like there is no status quo – just change. With that in mind, B2B Marketing and Twogether wanted to take stock of what the board will care about when it comes to evaluating marketing and revenue performance and, more importantly, how marketers can adapt their reporting strategies and refocus on areas of growth that more accurately reflect the board’s investment.
“For the CMO, demonstrating performance is an urgent priority. But how to make the best case? The board will not be interested in nitty-gritty details or – worse – complicated excuses. What’s required is a long-term focus that correlates investment against outcomes. Of course, it’s not so simple. There are many variables to consider and disruptive factors that exist far beyond the CMO’s control. However, as an industry, we’re getting closer to defining important benchmarks, which convey the value that marketing returns over a longer timeframe.” Claire Davidson, strategy and planning director, Twogether.
