Ketchum’s Post

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/eAyjXs8U #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/exmYrHJZ #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/gf9UqGMc #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/gvhgw3QH #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/eJyDJsbU #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/dpHU9dDD #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://loom.ly/vnwsF_s #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/dKnbfuyR #MarketingIsNotACost

CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/gA5rhjYx #MarketingIsNotACost

How can you approach the CFO to argue for greater investment in your brand? Carol, the CMO of a medium-sized pet food brand, didn’t show up in the boardroom as financially careless. Her marketing metrics were not some generic KPIs, they are utterly dependent on the business’s strategic objectives. Her numbers were not poorly derived nor incorrectly explained. She left the room with more credibility and with more money than she went in for. Read her story here: https://loom.ly/vnwsF_s and learn to speak the CFO language in 900 words. #DiaryOfACMO