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BtoB

Marketing Forecasting: The Hidden Secret of Today’s Most Accountable CMOs

By Published on .

Marketo's Jon Miller discusses why it's important for marketers to become more adept at marketing forecasting. Among his observations: "By talking about marketing in terms of outputs (revenue) and not inputs (e.g. budget and programs), marketing forecasting positions marketing as a revenue center that deserves investment to improve profits, not a cost center to be cut."
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