A recent article on CMO.com listed 15 surprising stats about CMOs. One of the most interesting pieces of information was, “CMOs find it difficult to quantify marketing return on investment (ROI). Nearly one in five score themselves as below average in multichannel attribution, correlating advertising to sales, and measuring media buying effectiveness.”
This was indeed a bit surprising to me. Whenever we’re talking to a senior marketing executive, we always explain that direct mail is the....