The role of Marketing has fundamentally changed and whilst brand and creative are still important, Marketing’s credibility lies in the value and revenue it is generating the business. According to a report by the CMO Council, nearly 70% of CEOs now have high expectations or believe it’s the primary mandate for the CMO to drive revenue growth. Vicki Scheele, Senior Marketing Manager UK, Marketo discusses her experience on how to measure Marketing's impact on business growth, including:
- Measurement traps and challenges
- The 2 types of metrics that really matter
- How Marketo themselves measure marketing impact
