Insight

Collaborating to create meaningful marketing metrics

Finding an effective set of marketing metrics requires the CMO and the CFO to work together.

Jason Galloway

Jason Galloway

Managing Director, Customer Advisory, KPMG US

+1 314-244-4102

To establish marketing metrics that can truly help drive an organization’s financial and business performance forward, CMOs and CFOs must work together. A coordinated approach based on a mutual appreciation of each other’s contributions, a balanced set of KPIs, and a commitment to continuous improvement are essential for ensuring that a company’s marketing initiatives are well positioned to create long-lasting value.

Read this paper to learn about:

  • the challenge with defining marketing KPIs 
  • advantages of collaboration between the CMO and the CFO
  • four steps for getting off to the right start
  • creating the metrics that matter.
Collaborating to create meaningful marketing metrics
Finding an effective set of marketing metrics requires the CMO and the CFO to work together.

By linking marketing metrics to overall business value, CMOs will be well positioned to showcase the effects of marketing initiatives across their organization.
Jason Galloway, Managing Director, KPMG Customer Advisory