Proving the Value of Marketing to Management

The economic contribution of marketing investment to enterprise value in a digitally driven economy is large—in many cases over half of firm value. However, despite years of vetting and advances in media measurement, analytics, models and attribution, Forbes research revealed that most CMOs still struggle to qualify the value marketing creates and communicate it to their leadership, peers and partners. In this session, you’ll discover a financially valid marketing accountability model that makes it possible for individual organizations to measure marketing’s value and prioritize which strategic value drivers will maximize growth, profitability, and shareholder value.

After this session, you’ll be able to:

• Use a financially valid marketing accountability model to measure marketing’s value
• Effectively communicate marketing’s value to management with hard numbers