At more and more organizations, marketing has become firmly established as a C-suite function. When we asked whether marketing data was used primarily to optimize marketing expenditures or to justify them, two thirds of the CMOs responded the former. Similarly, CMOs need to see their role as bringing the rest of the C-suite along the intellectual journey of working with the marketing data. Of course the CFO or general manager may look at marketing data differently. However the marketing function moves forward within each organization, the marketing leader’s role in the C-suite will be increasingly pivotal.

Source: Forbes January 25, 2018 17:48 UTC