The ability to effectively measure and communicate marketing’s contribution to the business is clearly a priority for every b-to-b CMO, but most would admit that they’re still on a journey to getting it right. In fact, SiriusDecisions’ 2016 global CMO study revealed that a third of the more than 270 global marketing leaders surveyed plan to add marketing measurement skills to their team. While having the rights skills on the team is certainly a critical element, it’s only part of the equation.
Marketing leaders rely on the skills and expertise of their marketing operations team to spearhead marketing measurement initiatives. On the surface, that sounds like a pretty reasonable thing to do. After all, marketing operations is the trusted right hand to the CMO. Unfortunately, however, marketing leaders sometimes take that too far, relying completely on their marketing operations leader/team to drive measurement initiatives without their involvement. They don’t have bad intentions – sometimes they just don’t fully recognize that they have a vital role to play. Here’s how the CMO can help ensure the success of the team’s measurement efforts.
The CMO’s active involvement is sure to drive an even higher level of success and create a culture for marketing measurement that is embraced throughout the organization.
Jennifer Ross is Senior Research Director of Marketing Leadership Strategies at SiriusDecisions. Throughout her 20 years as an executive-level marketer, Jennifer has employed integrated, multi-channel inbound/outbound marketing campaigns to generate demand, increase brand identity and awareness, and drive business growth. Follow Jennifer on Twitter @Jenross17.