US CMOs Still Dogged by ROI Questions

The challenge of how to prove marketing’s value has been hounding CMOs as they come under increasing pressure to demonstrate their impact, with this being one of CMOs’ key concerns this year. And, as the latest CMO Survey [pdf] from Duke University’s Fuqua School of Business attests, quantitatively proving the impact of marketing spending continues to be a struggle for US CMOs. But, on a positive note, they appear to be getting slightly more confident in their ability to measure the long-term impact of their efforts. (more…)