Which Half Of Your Marketing Spend Is Working?

CMC Editorial

March 16, 2020

Business, Strategy

Which Half Of Your Marketing Spend Is Working?

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.

CMC Editorial

August 2, 2019

Investment In Video Continues But Analytics Needs Work

CMC Editorial

August 2, 2019

Investment In Video Continues But Analytics Needs Work

Video continues to grow in importance as a content type, but marketers can better deploy more sophisticated analytics to track its performance.

CMC Editorial

July 17, 2019

Business, Strategy

CMOs Must Take a More Mature Approach to Budgeting

CMC Editorial

July 17, 2019

Business, Strategy

CMOs Must Take a More Mature Approach to Budgeting

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.