The ability to co-ordinate an increasing number of marketing activities led by teams with varied backgrounds is a universal challenge. In this session, we will hear CMOs describe and debate how these challenges should be framed, how to assess their impact and how to initiate action to address them.

The session will define marketing capability fit and how it is evaluated in different firms. Further, the panel of CMOs will discuss and debate how they best leverage marketing capability measurements to prioritize specific capabilities. The session will also discuss the payoff from managing marketing capability fit.

In an environment where marketing includes a growing range of new activities, we will hear how different firms have defined the unique responsibilities of marketing. How does marketing define where they lead vs. support vs. where they are not-involved? What are the benefits to the marketing org and the firm?

This session will highlight how the mission of marketing ties to the firm’s growth agenda. The debate session will focus on how clarity and shared understanding of marketing’s role motivates and guides meaningful action while positively impacting the business.

Finance and Marketing sometimes speak different languages, even when they are trying to drive the same growth outcomes. This webinar addresses how marketing executives are translating marketing metrics into financial enterprise value.