CMOs are often faced with an overwhelming amount of shiny new toys when they step into their role — marketing automation platforms, ABM tools, website personalization, the list goes on. But regardless of where they place their efforts, CEOs and CFOs often look at marketing and ask: What is the bottom-line contribution?
If CMO contributions are not observable in terms of ROI, the CMO may eventually vacate their position. Then, a new CMO comes on board, and the cycle starts again.
Lee Hackett sees it all the time. It’s what keeps him up at night, and it’s part of the reason he started Bluprint in 2013, where they help CMOs and marketing leadership maximize their investments in marketing technologies.
With 25 years in marketing, Lee has a lot to say about how marketing leaders can tie their hard work to the bottom line of the c
