Great Expectations: New Revenue Metrics for Today's CMO

[ECTNews]

 Because of power tools  like marketing automation, marketers are able to contribute to revenue in a very measurable way.  Expectations are high because of this capability -- like salespeople, marketers are now accountable for making a direct revenue contribution to the top line.  They are being asked to show exactly how that contribution has occurred and will occur In the future. Frankly, this new level of responsibility is uncomfortable for many CMOs, given their lack of experience and training in this new area.