Mark Stouse, former CMO and current CEO of Proof Analytics, challenges the notion of being a data-driven CMO. He argues that most CMOs are doing data wrong and need to shift their focus to a more holistic approach to analytics.
Mark also points out B2B marketing’s time lag in analytics for proving ROI as a major reason why CMOs are being unjustly fired due to lack of performance.
“We ran analytics and found out whether the CMO firings were justified. Four out of the five were not justified.” – Mark Stouse
Through his extensive interviews with CEOs and CFOs, Stouse sheds light on the frustrations and concerns of business leaders regarding marketing’s lack of accountability and credibility.
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