If you had a chance to read the recent Korn Ferry article The CMO is Forever Changed, perhaps the statement “linking marketing activities and business results hasn’t always been the strong suit of CMOs” rang familiar. It did for me. For us at VisionEdge Marketing, it continues to corroborate our research benchmarking CMOs regarding their ability to prove their value, impact, and contribution to the business. Year after year over a period of 16 years we consistently found that only about 1 in 5 CMOs play a strategic role, serve as a value creator for their organization, and can link marketing activities to business results.
