Marketing accountability has emerged as a CEO level issue in a rapidly changing marketplace where intangible assets make up 84% of shareholder value – and brand equity, customer relationships, organic growth rates and innovation increasingly drive stock price. New research from the Forbes CMO Practice reveals that marketing contributes more value to the enterprise than ever, despite increasing pressure to demonstrate the financial contribution of rising ($1 trillion) investments in marketing assets, media and technology in terms of growing sales, profits and enterprise value.
In this webinar, Tableau CMO Elissa Fink hosts Bruce Rogers and the research team from the Forbes CMO Practice to discuss the six specific ways progressive CMOs are generating more growth, profits, and enterprise value from their marketing strategies and investments. This webinar will teach you:
How CMOs are partnering with the executive leadership team to agree upon and execute strategies that build shareholder value;
- Why it is so critical for the CMO to provide data-driven facts and customer insights to support the major resource trade-offs, growth strategy, and growth investment decisions;
- How the organizations that invest more in marketing performance measurement are generating superior returns and business outcomes from their marketing investments terms of growth, profitability and enterprise value.
- Participants will get access to the latest research by the Forbes CMO Practice on marketing accountability and the contribution CMOs are making to enterprise value, growth and profitability.
Be sure to download the Forbes CMO Practice Marketing Accountability Report.
Check out the rest of the Data-Driven Marketing webinar series.
About the speakers
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