Author: Jim Yu
According to Gartner’s 2015–2016 CMO Spend Survey, digital marketing has moved into the mainstream, with 98 percent of marketers saying that digital methods are merging into the larger marketing operation.
A key finding from the report was that 73 percent of marketers now own or share P&L; (profit and loss) accountability, reflecting an increased responsibility for driving results.
The figures highlighted above serve as a great indication that CMOs and their marketing departments are becoming more accountable for driving maximum business impact from their digital marketing efforts.
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