2 in 3 CMOs are feeling pressure from the board to prove marketing’s value, a recent study from Duke University’s Fuqua School of Business revealed. While 8 in 10 US marketers responding to a new Adobe survey believe that marketing has value and that value can be measured, about two-thirds agree that there is now more pressure to show return on investment on marketing spend. Most don’t believe that pressure will be going away anytime soon.
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