An Expanded Vision Of Marketing’s Value Builds The Case For Transformation

When marketing leaders fail to fully demonstrate marketing’s value to the business, their effectiveness at elevating the view of marketing as a growth driver is limited. This can incite a ripple effect throughout the organization that results 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, thus creating a stronger environment of cooperation with cross-functional partners and an enhanced business case for marketing investment.