Summer 2010 Newsletter

Why CMOs Need Standardized Measurements-Just Like CFOs and COOs

At many companies, Marketing can't match the financially relevant, standardized measurements produced by peers in Finance and Operations.

In fact, among the three primary chief officers of most large companies-the chief finance officer (CFO), the chief operating officer (COO), and the chief marketing officer (CMO)-only the CMO does not use standardized measurements.

That is a big problem. The lack of financially relevant, standardized measurements weakens CMOs' stature.

As Amy Fuller, EVP/Group Executive, Worldwide Consumer Marketing at MasterCard Worldwide, succinctly state at the ANA Integrated Marketing Conference in 2008, "Measurement has always been the problem child in marketing and advertising. It's never been solved. The better we get at integrating things, the less easy it is to isolate specific effects to specific elements of the marketing mix" (see video, Grappling With Integrated Marketing's Metrics Paradox, Ad Age, June 2, 2008).

How Finance and Operations Standardized Their Measurements

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