Marketers traditionally struggle with establishing tight correlations between their activities and business outcomes. In general, CMOs need to strive for higher levels of marketing accountability. However, increasing marketing accountability is easier said than done.
Inspired by the best-selling book The Indispensable Brand, this guide outlines three distinct time-based lenses for marketers to utilize when thinking about measurement. Each has a different capacity to drive decision-making capabilities and impact business performance.
