Chief marketing officers are under fire to perform. Unlike their predecessors, today’s marketing professionals are expected to drive direct results and boost sales. But perhaps one of the hardest parts of their job is constantly showing return on investment. This forces marketing executives to justify their decisions — and budget requests — almost constantly.
Ironically, not all of their marketing decisions attract intense scrutiny: Trade show budgeting routinely flies below the ROI radar despite a lack of solid return. Eventbrite reports that 55% of organizations said they’ve kept their event spend (including money funneled toward trade shows) consistent. It’s worth mentioning that digital spend is also on the rise.