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CMO/CFO Speaker Series: Measuring What Matters
Co-Produced by Global CMO Growth Council | Deloitte

Marketers constantly feel the pressure to show the value of their investments. But whether it’s tying brand value to revenue or demonstrating how increasing awareness and considerations leads to a final sale, it can be incredibly difficult to make the case for marketing. This session explores, through the eyes of both CFOs and CMOs, the most effective ways to quantitatively tie marketing activities to the bottom line through the following topics:
• The “must haves” for reporting results of any marketing initiative (e.g., needs to tie to stock price, revenue, etc.,)
• Common marketing measurement “blind spots”
• Aligning marketing to strategy—and measuring against it
• How CFOs balance short-term versus long-term investments (e.g., campaign level versus brand value)

Mar 9, 2022 11:00 AM in Eastern Time (US and Canada)

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