the ROI of marketing
CMOs and CFOs often speak completely different languages. This can create a lack of understanding and appreciation for the role and impact of marketing on the business. Mastercard CMO Raja Rajamannar calls this the “existential crisis of the CMO.” He says it’s essential for marketers to think and talk more like business managers than communications experts. As Raja says, “Because many CMOs have risen through the creative route, much more than the financial route, they are like a rabbit caught in the headlights. They talk about jargon and marketing KPIs, which the CFO and CEO could care less about – […]
