What Is the Role of Performance Marketing?

Most CMOs say proving a positive influence on sales is their greatest challenge—hence the heightened importance of measurable outcomes


Businesses across the globe are seeking affordable solutions to expand their sales in a fast paced, extremely competitive environment. Because of this, marketers are increasingly being pressured to prove their value.

Executive marketers are expected to drive growth. About 64% of CMOs say that proving they have had a positive influence on finances is their greatest challenge, according to the Deloitte CMO Survey; 52% find it impossible to directly correlate marketing and company performance, according to the Korn Ferry CMO Pulse; and just 16% feel that new customer acquisition is one of their team’s top three strengths, according to the Gartner CMO Survey.

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