The CMO function has always been critical for every business, but the role has expanded and evolved recently to encompass responsibility for driving predictable and measurable growth – as evidenced by the fact that the function is now often titled Chief Growth Officer or Chief Revenue Officer.
As Sales, Marketing and Technology roles become intertwined, CEOs and Boards now expect senior marketers to prove a correlation between strategies and the bottom line. Many Marketing Leaders, however, are unsure of where to start when it comes to using data insights to demonstrate this correlation. In fact, a report by Accenture found 69 percent of Australian and global CMOs admit they are struggling to apply insights to their Marketing strategy. So, how can CMOs gain the most from Data Analytics?
Author: Michael Burns