How CMOs Make the Case for Marketing Spending Articles

CMOSurvey Making Case for Marketing Spending Oct2021

The extent to which top marketers say that the following behaviors occur in their organization among marketing leaders when making the case for marketing spending:

  • Marketing builds a business case based on how marketing spending is aligned with business priorities and strategies
  • Marketing sets reasonable expectations about how marketing spending will influence returns
  • Marketing explains its hypothesis about the impact of marketing spending
  • Marketing builds a business case for marketing spending based on financial returns
  • Marketing is able to show the impact of marketing spending on intermediate KPIs on the way to financial returns
  • Marketing runs experiments to make the case for the impact of marketing spending

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