How to Drive Organizational Change in a Company That Sees the Future

CEO or CFO may not want to hear that they're wasting a lot of marketing budget. Do you think the CMO needs some kind of like air cover from the board? I don't believe any board should give a fuck about Direct attribution. The board should care is the business hitting their overall goals and when the business hits their overall goals Nobody's asking about attribution not at the board level Not at the executive level not at the team level.