Why C-suite alignment is an urgent marketing priority
CMOs often struggle to secure long-term brand investment, missing out on its multiplier effect on performance. Mike Menkes and Jason McNellis of Analytic Partners explain why performance metrics mislead, how to align with CFOs using incremental measurement, and why scenario planning builds trust and defends budgets effectively, based on WARC's Multiplier Playbook research. Hosted by Ann Marie Kerwin. Guests: Mike Menkes, Group Senior Vice President, Analytic Partners Jason McNellis, Vice President, Commercial Analytics, Analytic Partners Ann Marie Kerwin, Americas Editor, WARC Chapters: 00:00…
The skinny
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