An Expanded Vision Of Marketing’s Value Improves Perceptions And Builds The Case For Investment

When marketing leaders fail to demonstrate marketing’s business value, they limit their ability to elevate the perception of marketing as a growth driver. This can ripple throughout the organization and result in the CMO struggling to ensure marketing’s success and gain additional marketing investment, retain top marketing talent, and achieve support from cross-functional partners. This report highlights how a B2B CMO can successfully communicate marketing’s value to spur growth, motivate their team, strengthen cooperation with cross-functional partners, and enhance the business case for marketing investment.