How To Make Marketing An Invaluable Function
Marketing Craftmanship
JANUARY 8, 2021
In its landmark 2018 Pulse Survey of 220 Chief Marketing Officers, the executive recruiting firm Korn Ferry reported that, although financial results were the most important factor in their performance-based compensation, “52% of CMOs say they cannot make a direct and obvious correlation between marketing efforts and company performance.” At small and mid-sized businesses, the heads of marketing rarely receive performance-based compensation related to financial results or related to
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