The Aligned Measurement Process: The CMO’s Role

January 1st, 2018

Jennifer Ross

Summary

Instilling a culture of measurement is a priority for every B2B CMO. Marketing leaders rely heavily on their marketing operations team and available data and technologies to achieve marketing measurement objectives. Regardless of the technology used, the measurement journey is not autonomous — the CMO must establish a precise destination, and be ready to step in at any time. In this report, we examine the role of the CMO in the three phases and seven stages of the Aligned Measurement Process Model.

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