Mistake #9: Writing Marketing Off as Just Another Expense
80% of CEOs don’t trust marketers. Yet 91% do trust CIOs and CFOs.
This often stems from the fact that marketers are disconnected from the financial realities of the business. Higher click-through-rates, better landing page conversions, lower bounce rates are all great – but what matters most is knowing what’s really driving sales.
Marketers can no longer get by with the old “half of my budget is wasted, I just don’t know which half.”
The data is there to measure and prove marketing’s contribution to the bottom line. High performing manufacturers are increasingly looking at their marketing programs like a quota carrying sales rep with data in hand to quantify their impact as a true revenue driver.