Model Overview Report

The Aligned Measurement Process: The CMO’s Role

January 1st, 2018
Jennifer Ross, null
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.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.