The skills required of marketing leaders in startups are not as dissimilar to CMOs across established organisations and centre around two key attributes: Listening and responding accordingly.

While many CMOs are focused on tracking data to gain deeper customer insights, marketing leaders, experts and analysts say it’s vital they don’t forget the importance of staying on track with marketing spend. We speak to marketing leaders, experts and analysts to find out the secrets to a successful budget metrics strategy.

Australian marketers are still largely approaching digital in terms of campaigns and short-term acquisition and aren’t developing the right skills and business metrics required to drive true digital transformation.

Many marketers can count the number of Australian owned, globally recognised brands on one hand. So it’s no surprise that experienced marketer and strategist, Rob Langtry, considers being brand custodian for the country’s wool industry a rare privilege.

Adobe’s decision to move away from CPM (cost per thousand emails sent) email campaign pricing to one based on customer profiles is indicative of the rising importance of value-based metrics in marketing, according to one industry group.

Australia is leading the region when it comes to embracing and utilising digital marketing, but more needs to be done to build multi-channel customer engagement excellence across the industry.

B2B marketers are gaining proficiency in measuring marketing’s impact on the business, yet most top corporate executives still aren’t relying on their performance results to make strategic decisions.