CEO’s top mandate for marketers is to accurately measure return on investment. The trouble for marketers is that they have the desire but lack tools and resources to execute.
I just watched this webcast, “Marketing Performance Measurement: The New Strategic Imperative” by the CMO Council. This high-level webcast features interviews with senior marketers about issues that are shaping and influencing marketing performance measurement (MPM), as well as the benefits of MPM at a strategic business level so don’t expect how to tips.
The Webcast is available at