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Marketers have never had more tools available to integrate data, systems, and processes and better manage marketing performance and proﬁtability. More
accessible data and more advanced technologies enable more sophisticated measurements and decision support. CMOs must harness the talents of their organization and drive new strategies to generate proﬁtable organic growth in both the short term and long term.
Today's CMOs know the drill: Close the gap between marketing spend and marketing results to become more accountable. Marketing ROI must be more than a reporting exercise; it must drive action. CMOs need a framework that combines strategic and analytic tools, a commitment to continuous marketing optimization, and a laser focus on results-driven execution.
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