CMOs should always aim to tie their ad campaigns to incremental sales impact.
Failure to do so can not only hurt your professional reputation, but also lead to smaller marketing budgets for your brand in the future. After all, CFOs faced with tough financial decisions will be more supportive of proven performance over unknown marketing ventures.
The upper limit of sales optimization’s impact is driven by how compelling your ads are. Even in events like the Super Bowl, marketers must get the balance right between getting attention and communicating product benefits.
