A Formula to Help Quantify the True Value of Marketing - SPONSOR CONTENT FROM ZETA GLOBAL
Briefly

A Formula to Help Quantify the True Value of Marketing - SPONSOR CONTENT FROM ZETA GLOBAL
"Ironic for a discipline built on persuasion, but it's losing its edge: consumers tune out, CFOs redirect dollars, and CMOs churn faster than New York Jets head coaches. The usual diagnoses-waning attention, fragmented channels, aging tech stacks-don't tell the whole story. Generative AI was billed as a savior, but so far, it has delivered more pilots than profits. Ninety-five percent of enterprise GenAI pilots show no measurable P&L impact, according to MIT research. No wonder trust in the boardroom is fraying."
"This isn't just an innovation story-it's an outcomes story. The game changed faster than the scoreboard. We measure reach, not results; segments, not strategy; volume, not value. CMOs see the world one way, CEOs another: 70% of CEOs judge marketing on revenue growth and margin, according to McKinsey, but only 35% of CMOs track those as top metrics. But history shows there's a way out of this downward spiral."
Marketing effectiveness is declining as consumers tune out, CFOs cut budgets, and CMOs turn over rapidly. Generative AI has produced many pilots but little measurable P&L impact, undermining boardroom trust. Executive and marketing metrics are misaligned: most CEOs evaluate marketing by revenue growth and margin while far fewer CMOs track those outcomes. Net Promoter Score resolved a similar customer-experience stalemate by providing a simple, actionable benchmark and playbook. The True Value of Marketing (TVM) is proposed as an analogous metric and operating system that treats each marketing program as an investment and classifies programs by their value impact, bounded between -100 and +100.
Read at Harvard Business Review
Unable to calculate read time
[
|
]