required to drive revenue

don’t understand ROI measurement

are not showing business impact

reason for firing: failure to prove business impact

#194%

90%70%

35% of board members come from sales <1% of board members

are marketers

Deal Gen Deal Expansion Deal Velocity

Revenue Margin Cash Flow

TIME TO IMPACT

THE ECONOMY

JOBS HEALTHCARE

WAR & PEACE

CLIMATE CHANGE

INFRASTRUCTURE

Marketing’s business impact starts to be visible around the same time the C-suite decides to fire CMO

0 6 10 19 20

Hired ListenLearn

Change

Rollout BeginBusinessImpact

FiredAchieveOperating

Tempo

Awareness Confidence Trust

Paid/Owned Earned/Shared

Deal Gen Deal Expansion Deal Velocity

Revenue Margin Cash Flow

MANY OF LIFE’S FAILURES ARE PEOPLE WHO DID NOT RECOGNIZE HOW CLOSE THEY WERE TO SUCCESS WHEN THEY GAVE UP.WERE FIRED