WHY THE ‘PROOF GAP’ IS AN EXISTENTIAL THREAT TO CMOS & CCOS
If you ask CEOs or CFOs about their biggest frustrations, you’ll get a lot of different answers. But there is one that’s likely to be on most of their lists: the struggle to determine just how much money to invest in marketing and PR, and what the return on that investment really is.
Determining marketing and PR’s business impact is a major challenge for both B2C and B2B companies. In B2B, long customer buying journeys and extended time lag between “marketing or PR cause” and “business effect” made it all but impossible to judge what the business was getting in return for each dollar of marketing investment. (Read More)