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Analytics CMO Finance 
The CMO Survey
JULY 1, 2025
About CMO Insights Media Participate Results Reports Awards 2008 – 2018 Trends Home Blog Search for: The CMO Survey Created with Sketch. Media Articles Diary of a CMO: How Much Does Marketing Contribute to My Company’s Profits?
100 
Martech
JULY 16, 2024
Most analytical solutions in the market, with or without AI, often default to generic measures such as views or downloads. Enhancing CMO-CFO collaboration To foster better collaboration with finance, marketing should focus on communicating the financial impact of marketing activities in terms that resonate with the finance team.
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B2B SEO vs. LMO: Whats the Difference and Why It Matters
Prospect, Personalize, Profit: The New Way Sales & Marketing Teams Are Aligning with AI
AI In The Aisles: The Executive's Guide To Better In-Store Experiences
How to Master Media Relations: Targeting, Tailoring, Timing
Engage Better, Gift Smarter, Win Big: Events That Deliver ROI
The CMO Survey
JULY 3, 2025
About CMO Insights Media Participate Results Reports Awards 2008 – 2018 Trends Home Blog Search for: The CMO Survey Created with Sketch. Media Articles Research: Marketing Tech Is Broken.
100 B2B SEO vs. LMO: Whats the Difference and Why It Matters
Prospect, Personalize, Profit: The New Way Sales & Marketing Teams Are Aligning with AI
AI In The Aisles: The Executive's Guide To Better In-Store Experiences
How to Master Media Relations: Targeting, Tailoring, Timing
Engage Better, Gift Smarter, Win Big: Events That Deliver ROI
The CMO Survey
JUNE 30, 2025
About CMO Insights Media Participate Results Reports Awards 2008 – 2018 Trends Home Blog Search for: The CMO Survey Created with Sketch.
100 
Martech
OCTOBER 1, 2024
It showed me at the center of five interconnected circles representing different business functions: CEO, CFO, CRO, CMO and CDO. Speaking different languages: A common disconnect Recently, I participated in a roundtable discussion with finance and data science leaders.
117 
The CMO Survey
JUNE 25, 2025
About CMO Insights Media Participate Results Reports Awards 2008 – 2018 Trends Home Blog Search for: The CMO Survey Created with Sketch. Media Articles Marketers: You Need to Use AI to Hyper-Specialize.
100 
The Marketing Operations Leader
JUNE 10, 2025
It includes data, tools, enablement, PMO, planning, analytics, and campaign operations. It breaks MOPs into four clear areas: Technology management Strategy and planning Enablement and program management Marketing analytics and insights Each pillar is specific enough to guide roles and responsibilities, but flexible enough to adapt.
130 
Martech
NOVEMBER 13, 2024
Among C-suite roles, chief marketing officers (CMOs) are the least likely to advance to the CEO spot and the most likely to be dismissed. This unsettling trend is supported by the Fall 2023 CMO Survey, where most CMOs reported limited involvement in executive-level decisions.
133 
The Marketing Operations Leader
FEBRUARY 19, 2025
What you'll learn: Smarter budget planning that aligns spend with business objectives Real-world examples of collaborating with finance, improving visibility, and eliminating inefficiencies Tools and strategies to optimize media mix and vendor accountability Don’t miss this opportunity to take control of your marketing spend. .
130 
Martech
FEBRUARY 14, 2025
Predictive analytics that supposedly tell you what customers want before they know themselves. Meanwhile, sales keeps asking why leads aren’t converting and finance wants to know why the ROI on that expensive platform isn’t materializing. Your predictive analytics should identify high-value prospects across channels.
112 
Hubspot Marketing
JANUARY 8, 2025
Data analytics and reporting: This includes evaluating post-level metrics (e.g., Finance team: Track historical forecasts and spending patterns and enforce budgets across the organization. reach, impressions, engagements), building reports, and optimizing content performance. to marketing on average.
Martech
FEBRUARY 3, 2025
Consider the retail CMO who deployed an AI-driven recommendation engine to address product page bounce rates. Finance questions every tech investment, even the critical ones. Give finance visibility into usage metrics and ROI tracking. Usage analytics highlight underutilized capabilities and integration breakdowns.
107 
Adobe Experience Cloud Blog
MAY 20, 2011
Tell me a bit about why you decided to perform some research into marketing analytics. To help our clients, we have done in-depth research on what marketing is currently doing with analytics and how it can improve by using them. Your research talks about how companies are improving their marketing analytics maturity.
114 
Marketing Insider Group
SEPTEMBER 2, 2020
Siloed from other major departments, such as finance, technology, and HR, there was little collaboration or visualized long-term data to report on. Quick takeaways include: Marketing’s role within a company continues to evolve as CMOs fight to prove long-term value. The Future of Marketing: CMOs are Paving the Way.
145 
Martech
MARCH 11, 2022
He’s also served as CMO for medical technology startup Eargo, and has also held high-level positions at Visa, PepsiCo and Razorfish. Until the start of the pandemic, there was a CMO in place and CX was separate. When that CMO left, the business decided what was the right structure for the future. There had to be a better way.
112 
The CMO Survey
MARCH 28, 2023
Results from the 30 th edition of The CMO Survey indicate that inflation and economic uncertainty are harming marketing spending as the C-suite retrenches and cuts costs. The CMO Survey Award for Marketing Excellence is selected by fellow marketers. Sign up to participate in the next CMO Survey here.
130 
Martech
MAY 3, 2024
Take a moment to search “CMO tenure” and you’ll find a wide variety of content discussing the short tenure of CMOs and how it’s among the shortest of roles in the C-suite. If you dive deeper, you’ll find that CEOs don’t seem to trust CMOs. 32% of CEOs trust their CMOs. 32% of CEOs trust their CMOs. But who’s right?
124 
Adobe Experience Cloud Blog
MARCH 26, 2019
During this process, Tysen found himself forming some unusual synergies across the organization, working with other C-suite executives such as the chief customer success officer, the CMO, and even the CFO. There’s a group that works directly with marketing, a group that works with finance, etc. SunTrust’s Mission To Lead With Purpose.
133 Adobe Experience Cloud Blog
DECEMBER 16, 2014
The importance of our ability to collaborate with other functions — IT, finance — and embrace the need to set up cross-functional decision-making processes cannot be understated. EIU : That’s where the data and analytics come in. Take analytics. Shifting toward a truly a “marketing first” world.
134 
Martech
JANUARY 30, 2024
From the CMO perspective, relying on trusted cybersecurity partners safeguards the brand from negative PR, as damaging news coverage of a data breach can have lasting effects even after mitigation. Ensuring end-to-end cybersecurity and efficient recovery times is crucial for business continuity and customer satisfaction. More technology.
124 
Adobe Experience Cloud Blog
MARCH 23, 2018
Perhaps this explains why there are still a small number of CMOs in the boardroom. The annual Robert Half FTSE 100 CEO Tracker showed that majority of CEOs (43%) have a background in finance. The CMO job description has also undergone massive change in recent years. Gartner also revealed that in 2017-2018, CMOs allocated 9.2%
134 
Martech
FEBRUARY 24, 2022
Analytics-driven risk management platform Verisk has announced the acquisition of Infutor, one of the best-known players in the identity resolution and consumer intelligence space. New Jersey-based Verisk provides risk evaluation and management capabilities to verticals including insurance, energy and finance. households. households.
98 
Adobe Experience Cloud Blog
AUGUST 29, 2012
ERP and other back office systems have provided manufacturing, finance, logistics and other departments with key measurements which have allowed those functions to achieve huge productivity gains over recent years. All of this detail is useful and has its place, but a CMO needs to have a clear view of some key marketing metrics.
100 
Martech
MAY 14, 2024
While advances in marketing analytics and technology have been made, a significant portion of businesses still report facing difficulties in calculating ROI. In the fall 2023 CMO survey , CMOs report Increased pressure from the CFO to properly report and improve marketing ROI.
124 
The CMO Survey
SEPTEMBER 17, 2018
Recently, we had the privilege of interviewing Adobe CMO Ann Lewnes about the role of marketing in this transition. Ann Lewnes, Adobe CMO 1. Be fearless about taking risks Lewnes joined Adobe as CMO in 2006. To create a data-driven culture and mindset, Lewnes continuously widens the aperture on analytics.
100 
Martech
SEPTEMBER 27, 2021
Predictive analytics to navigate uncertain times . Even in uncertain times, AI-driven predictive analytics can help marketers see what opportunities are coming down the pike. So why isn’t this technology being used by more CMOs? Much of the way marketers use predictive analytics is customer-focused. Chris Wood, Editor.
111 
Avinash Kaushik
AUGUST 20, 2024
Each week, the newsletter shares strategic frameworks and practical here's how to stay at the very bleeding edge of CFO-proof Marketing and Analytics. Especially for the Finance organization (because they set incentives for good behavior for the entire organization). The CMO wanted it reduced to $9. So are: Market Share.
52 
MarketingOps
FEBRUARY 26, 2024
Historically, the term marketing operations referred to planning and budgeting and was often managed by the chief of staff to the CMO. Marketing Finance : Develop and manage a marketing budgeting strategy that supports marketing work and produces ROI. Data Hygiene: Data standardization, normalization, completeness, and accuracy.
130 
Hootsuite
MARCH 31, 2025
They can turn huge volumes of analytics data into easy-to-understand forecasts that allow you to plan your campaigns based on real data that maximizes ROI. Maybe its a video library of your CEO or CMO speaking at industry conventions. What that looks like will depend on what kind of company you work for.
Litmus
FEBRUARY 2, 2021
How can we show business value when our data and analytics are siloed? Ask your CFO to assign a member of the finance team to become “embedded” in marketing. Consider adding a marketing technology and analytics team to the CIO organization with a dotted line to your marketing organization. Make the CFO your new work BFF.
65 
Martech
FEBRUARY 9, 2024
Denver, Colorado native Megan Michuda has been wrangling martech in the finance space for almost 14 years. It’s not that web analytics were new at the time, but financial services companies were maybe behind the curve a little bit — partly because of being a heavily regulated industry. I got to go to London a bunch.
105 
Martech
APRIL 12, 2024
BlueConic’s pure-play CDP is designed to give transformation-minded organizations and their growth-focused teams, such as marketing, ecommerce, digital product and experience, and analytics, access to unified, actionable, and privacy-compliant firstparty customer data. Twilio Segment Twilio Segment serves both B2B and B2C organizations.
117 
Avinash Kaushik
JANUARY 4, 2022
The paper from the respected body made me open PowerPoint and create a visual that would make the case for never identifying Conversion Rate or ROAS the Most Important KPI in your company / practice of analytics. It is published 50x/year, and shares bleeding-edge thinking about Marketing, Analytics, and Leadership. Media Costs 2.
98 
Martech
MARCH 2, 2023
Boards and the C-suite expect CMOs to lead the way to profitable growth in 2023 despite various macroeconomic pressures manifesting into the “ triple squeeze ,” making everything more expensive. Marketing mix, since it looks holistically at the ecosystem, can partition credit for the sale across the channels.
115 
Marketing Insider Group
APRIL 26, 2021
Use analytics to develop your marketing strategies before launching a new plan of attack. As a marketer, you should connect with and develop close working relationships with your colleagues in finance, operations and IT, and customer service. Don’t Be Afraid to Get Creative.
145 Adobe Experience Cloud Blog
JANUARY 12, 2010
After I graduated with my Masters in Finance I joined PriceWaterhouse’s consulting group. I introduced an analytics-driven approach to demand generation, competitive intelligence and sales enablement which was implemented in USA, UK and Australia subsidiaries. How did you get into B2B marketing? I got into marketing quite by accident.
Litmus
APRIL 2, 2021
Earlier this week, our CMO, Melissa Sargeant, hosted a panel on the future of marketing with a few other marketing leaders—Jon Suarez-Davis from Salesforce and Kara Trivunovic from Epsilon. But, all three panelists seemed to agree that some of the most important relationships could be between marketing and our finance and legal departments.
79 
Adobe Experience Cloud Blog
AUGUST 18, 2016
The evolution of consumer devices and marketing automation platforms has implications on roles across the organization, from marketing to finance to strategy to engineering. Marketing and analytics will soon become synonymous and the role of a marketer will be redefined as a technologist, analyst, and designer.
91 
Martech
OCTOBER 31, 2022
Hold quarterly summits hosted by the CIO and the CMO. Create special processes and environments for data and analytics and sales. Managing these corporate systems puts IT under pressure to follow guidelines like the Sarbanes–Oxley Act for finance and the California Privacy Protection Act (CPPA) for data protection.
109 
Avinash Kaushik
AUGUST 22, 2022
Note 2: Although the guidance in this article applies to companies/analytics teams of all sizes, it applies in particular to larger companies and large agencies. Note 3: This article, part 1 of 2, was originally published as an edition of my newsletter The Marketing < > Analytics Intersect. Example 4.
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