Marketing ROI: Art or Science

• What does this top executive know and appreciate about marketing?
• What does he need from marketing in order to execute strategic directions?
• How can marketing help improve performance on companies’ key performance indicators?
• What keeps him awake at night?

If you don't have direct access to your CEO, examine recent speeches or articles to gain some insights into his goals. Your own annual report may give you information about specific strategic objectives for the company which must be supported by your marketing initiatives.