Forrester’s Ross Graber on Perfecting the CMO Dashboard

Guest: Ross Graber VP and Principal Analyst, Forrester

CMOs and marketing metric fiends–this is the episode for you.

Forrester VP and Principal Analyst Ross Graber joins us on this “Bonus Huddle” episode to enlighten us on which metrics should be on every CMO dashboard–and which should be left off. He shares formulas for calculating important metrics like marketing revenue lift, how to turn seemingly flimsy marketing concepts like “value add” into a solid metric, and how CMOs can set proper expectations for their CEOs.

What you’ll learn:

  • Which metrics should actually be on your CMO dashboard
  • How to measure marketing lift
  • How shifts in buyer behaviors are affecting marketing metrics models

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