There are secrets, and I will be sharing some of them shortly. Here is the background paragraph on my new paper, the reviewers have it today, but should be available here next week!
Linking the Objectives of the CMO to the CFO
using Key Performance Indicators
So you want to hire this hot new CMO, but you want to ensure that his/her performance is linked to the goals of the company, and not just linked to requests for big budget expenditures? What do you do? How do the goals and actions of marketing influence sales results? And how do we ensure that the marketing leadership will fit with and evolve our sales culture and the specifics of our market? What can we measure to get us started? What dangers are there in picking metrics and using them? That is the subject of this series of papers. This paper is part 1 in a series, and is focused on roles, objectives and understanding of marketing metrics as they link the CMO to the CFO.