Evolving Your Marketing Investment from Short-Term Demand Capture to Long-Term Brand Building
Brand Building, Marketing Budget, Performance Marketing Cara Verwholt Brand Building, Marketing Budget, Performance Marketing Cara Verwholt

Evolving Your Marketing Investment from Short-Term Demand Capture to Long-Term Brand Building

Being able to build and leverage a full funnel to acquire and retain customers is a marketer’s dream; however, measuring the impact of upper-funnel media on revenue is a common challenge–and this can make it difficult to secure upper-funnel budget. Let’s examine why it’s a very worthwhile exercise to pursue.

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Is the CMO-CFO Relationship Healthy?
Leadership Alignment, Marketing Measurement, Marketing Budget, CMO, CFO, Brand Building Cara Verwholt Leadership Alignment, Marketing Measurement, Marketing Budget, CMO, CFO, Brand Building Cara Verwholt

Is the CMO-CFO Relationship Healthy?

The Fall 2023 CMO Survey reported some encouraging stats on CMO-CFO alignment, but also highlighted the distinct challenges that marketers face when working to increase their accountability, transparency and cross-functional alignment.

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