The end of the year is somehow upon us, and so is for planning the year to come. But what are chief marketing officers hoping for in the next 12 tumultuous months? Recently, my agency sponsored some in-depth research with a group of current and past clients -- both B2B and B2C -- about the state of marketing. Here are five things they're pushing for in 2017.
1. Move measurement up front. One CMO put it well: "I would like agencies to present the results-driven ideas along with the creative. I want the translation of how we're going to measure the impact." The challenge in getting hold of this marketing performance data is rising, however, as larger in-house creative groups claim ownership.
2. Deeper marketing justification. A surprising number of marketing heads still struggle to justify what they do as an investment, and want agencies to pitch in more. The challenge:
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