Marketing
Why B2B CMOs Must Proactively Own Their Measurement Framework
Smart CMOs should avoid the “marketing can’t be measured” echo chamber. Measurement may be imperfect, but it’s the only way to defend budgets, optimize spend, and gain C-suite credibility. This blog lays out why CMOs must proactively own their measurement framework—and how evolving it over time sharpens both the art and science of marketing.