Marketing’s Economic Impact Must Be Demonstrated
Joanna SeddonApril 25, 20232 min
The road to making marketing accountable has been perilously slow. In the time of David Ogilvy marketers believed in measurement, their status was high. But many years ago, marketing turned inward and focused on ads. The CMO stopped being a business partner to the CEO. Marketing got dumbed down to being seen as frivolous, a cost center not an investment.