Communicating Marketing's Value To Internal Stakeholders

Marketing contributes to the business in many ways, but its contributions are not always understood or perceived as adding value. Marketing leaders often make the mistake of using a one-size-fits-all approach to explain to internal stakeholders how marketing is supporting the business. CMOs must tune their internal communications to the needs of their audience to ensure marketing’s value is recognized appropriately. In this report, we identify the CMO’s key internal audiences and provide guidance on tailoring communication of marketing’s value to audience needs, priorities, biases, and preferences.