Why CMOs Struggle to Prove ROI, And How Unified Measurement Can Fix It
Less than a quarter of CMOs (22%) strongly agree with the notion that they have the “measurement insights” needed to justify value to their financial officers, according to recent research by Perion and Advertiser Perceptions that illustrates the gap between “two of the most revenue-focused roles in the company.”
“At the root of the problem is fragmentation: marketing data and spend are spread across too many channels, systems, and partners,” says the “Bridging The CMO-CFO Divide” report, which found only 23% of marketers currently utilizing a unified system. “Without a unified view, CMOs struggle to deliver the kind of proof CFOs need to fully grasp marketing’s impact.”
More than 9 in 10 marketers (92%) said disconnected tech limits their ability in some capacity to demonstrate value, with 21% categorizing those limits as “significant.”
(Source: Perion)
“Among the 23% of marketers who already use unified measurement, there’s a clear boost in trust, collaboration, and performance between CMOs and CFOs,” the report says, citing such benefits as stronger advocacy at the board level and better alignment on expectations and metrics. “Compared to those without a unified system, [marketers] saw major trust gaps close … [with] ROI +22 points, market share +17 points, [and] incremental revenue +26 points.”
No surprise then that nearly three-quarters (73%) consider a unified measurement system to be a “must-have,” seeing the larger picture beyond even the improvement of day-to-day operations.
(Of course, find an all-in-one CRM system like Marketing Manager that’s powered by marketing automation, and you’ll have every base covered!)
“While fragmented, siloed reporting is still the norm,” the report says, “it also presents a clear opportunity: to move toward something far more powerful, not just for marketing teams, but for the business as a whole.”
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