How to talk to the CEO and communicate marketing's value

03/25/2013 | HubSpot.com

Nearly 3 in 4 CEOs don't believe marketing drives demand and revenue, according to a Fournaise Marketing group study, and that's probably because chief marketing officers aren't communicating value effectively, Ellie Mirman writes. Focus on the most meaningful metrics to the bottom line to show a campaign's effectiveness subjectively, and don't shy away from drawing conclusions from them. Anticipate questions and be prepared to give succinct answers, Mirman adds.

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