Marketing is responsible for driving revenue and for building a strong brand. But Forrester believes that marketing has a higher calling: to be the end-to-end voice of the customer — aligning strategic and operational decisions to what customers value. In addition to KPIs like return on ad spend and brand value, CMOs must also make the case that marketing facilitates your company’s vision for customer obsession, which in turn makes customer obsession operational and amplifies business performance. This report sets the stage for demonstrating marketing’s business value.