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Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing

Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing

For decades, marketers have measured success differently than the rest of the organization. We raise awareness, increase share of voice, generate impressions, deliver MQLs to sales.  Meanwhile, the success of the business itself is measured in….well, money. Revenue. Earnings before interest and taxes (EBIT).  But this disparity is changing as marketers are becoming more data-driven […]

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How Social Should the CMO Be? 3 Guidelines for Success

How Social Should the CMO Be? 3 Guidelines for Success

Senior executive social media participation is often associated with better leadership, brand transparency and helps build better connections with customers, employees, and investors. For most companies, the CMO is one of the most visible executives and as a public facing marketing role, there is an expectation that the chief marketing officer will be active on […]

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