Marketing officers have been told that they need to justify their place at boardroom tables and quantify the success marketing brings to a company.
Jim Davis, senior vice president at software firm SAS and himself a chief marketing officer, said that there is a need for marketing to be able to show it can get results.
“Now more than ever, chief marketing officers must justify their place at the boardroom table,” said Mr Davis.
“To do this, they need to quantify the marketing organisation’s contribution to the success of the company.”
His comments come as his company releases software which Mr Davis claims can measure and analyse key marketing performance indicators.
He believes that by being able to measure marketing’s contribution to a company’s bottom line, it can help justify the work the department does while also showing how it could improve.
Mr Davis added that other ways marketing can justify its role is by linking its performance to the company’s financial performance and improving accountability of the marketing team.