CMOs need C-suite buy-in for unmeasurable initiatives

12/5/2012 | Forbes

Business-to-business chief marketers realize that not everything they do is worth measuring, but they still have to prove themselves to nonmarketing executives, Patrick Spenner writes. "Marketing automation systems and even more track-able digital touch points promise greater than ever before visibility into your demand generation pipeline. However, if you go down the automation path without getting c-suite agreement on how marketing creates value, you're still going to lose sleep (or your job)," he warns.

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