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.Adam Sharp, Co-founder, CleverTouch Consulting discusses his views on what to expect to achieve from Marketing Automation in year 1, year 2 and beyond, including:
  • What the CEO is expecting from Marketing
  • MROI in Year 1 - A change in campaign funnel thinking
  • MROI in Year 2 - Commit to driving a % of the business and drive Sales and Marketing alignment