Businesses that have open and robust conversations at the executive level around the cost of content and the role marketing content plays within the enterprise will create a stronger foundation for future success.
Too many marketers measure the effectiveness of initiatives only in terms of marketing metrics and miss the opportunity to connect it to overall business performance, says executive talent firm Korn Ferry.
Chief marketing officers must take a more mature and sophisticated approach to analyzing their marketing budgets. Too many CMOs continue to hope that existing budgets will simply roll over to the next financial year or modestly increase.
Beth Comstock, vice chair of GE, confirmed her departure on social media after 27 years at the company. In a video message posted on Facebook and Twitter, she said moving forward she would be "cheering from the sidelines" for GE.