Marketing ROI: Art or Science

On the same note, don't lose your C-suite by going into great detail on campaign metrics such as open and clickthrough rates, readership, cost per lead, impressions, cost per thousand, etc. It's best to stick to their language in order to win them over.

Here are some examples that showcase how to tie metrics back to marketing objectives, which will then allow marketers to speak to the C-suite about their challenges and what's being done from a marketing point of view to address them. Tying your marketing objectives directly to your CEO's challenges will help build credibility for your department as well as increase buy-in from your stakeholders for your programs.