CEO Buy-In
CEO buy-in is one the most underrated variables when measuring marketing effectiveness.
There is a reason some companies bet big on marketing: their CEO is willing to bet his/her job on investing in marketing.
Marketing leaders have a huge role to play to get their CEO on board by making the right case for why the CEO should invest more into marketing.
Once that case is made, however, it is up to the CEO to take that recommendation and give marketing the support it needs in the form of money AND time, including setting the right expectations with the board.
This is why the CMO-CEO relationship is so important. They partner together to invest in marketing to build the brand and the marketing engine of the business.
If you find a CEO who gets marketing, hang on to them :)
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