当CMO与CFO对齐KPI时，他们能创造更多价值

CMOS HAVE AMONG the shortest tenures in the C-suite. It’s not because most are bad at marketing. It’s because they struggle to connect marketing’s impact to the business outcomes that finance and executive teams actually care about. CFOs, CEOs, and the board care about profit, forecasting stability, and capital allocation. They want to know: If we spend an additional $2 million on marketing next quarter, how much incre- mental revenue can we expect? And how confident are we in that number? When CMOs can’t answer those questions clearly, it leads to misaligned expecta- tions and underleveraged marketing budgets. More to the point, it leads to the executive team viewing marketing as a cost center rather than a growth engine. …