“Most marketing leaders are conditioned to look right towards sales, but they don’t think to look left towards creative…”
In a recent article on MKTGinsight, Alex Withers, CMO of inMotionNow discusses how it is time for marketing to place as much value on Creative as they do on Sales, and take the time to ensure alignment between the Marketing and Creative teams.
“CMOs need to walk into leadership meetings and declare marketing impact on revenue using the latest multi-touch attribution tools, then in their back pocket have MQL performance against goals, along with efficiency improvements from reducing cost-per-lead and improving lead conversion rates.
But what about the contribution that quality creative work had on those business results? Was it truly all about the science of marketing and genius salesmanship? Of course not. As marketers, we know that creative plays an essential role in the development of campaigns, the engagement with our assets, and the conversion rates needed to get the right people in front of our sales folks.”
Read the entire article here