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.
In a study of the world’s 200 largest asset management firms, integrated marketing firm BackBay finds that 88% of asset managers are regularly producing published content for their clients and wider audience.
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.