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July 07, 2010


Steve Ellis

Couldn't agree more.

But I think you are being a bit hard on CMOs - especially those in tech companies - we've been building visual scorecards like this for our clients for years to report on a multitude of programs, and to share KPI performance both upstream (the C-suite) and downstream (across teams, across subs, etc).

Managing appropriate KPIs and visualising the right data to drive behaviour is all part of the evolution of marketers to be more data literate and analytically driven.



How would the agency model changes when CMOs are adopting to this agility approach?

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