Despite years of vetting and advances in media measurement, analytics, models and attribution, Forbes research-with over 800 CMOs and 50 subject matter experts-revealed that most CMOs still struggle to quantify and communicate the value marketing creates to their leadership, peers and partners.

Research found a universal consensus that the lack of common standards and practices for measuring how marketing investments contribute to enterprise value limits the ability of business leaders to make the critical strategic tradeoff, reallocation and risk investment decisions required to remain competitive in a dynamic and rapidly changing marketplace.