Measure Like a Pro, Price Like a Pro: Why Your CMO Should Be Proving Value
Hiring a marketing leader isn’t just about getting campaigns out the door. It’s about making sure the work connects directly to business results. That’s why one of the most important questions you can ask your CMO, whether full-time or fractional, is simple:
“How are you measuring success?”
The Difference Between Amateurs and Professionals
There’s a clear line between amateurs and professionals in marketing. Amateurs talk about activity: how many posts went live, how many emails were sent, how many events were hosted. Professionals talk about impact: how those efforts translated into leads, pipeline, or revenue.
Think of it like sports. An amateur player might say, “I felt like I played well.” A professional watches game film, tracks performance stats, and adjusts for the next match. Your CMO should do the same… measure, review, and refine.
Why Measurement Matters for You
- Proof of Value
Measurement shows you exactly what your marketing investment is returning. Instead of relying on gut feelings, you get clear data: website traffic, conversion rates, sales opportunities generated. - Informed Decisions
Metrics allow you to see what’s working and what isn’t, so budgets can be shifted with confidence. Without measurement, you’re guessing. - Pricing and Investment
A CMO who can prove value isn’t just reporting numbers, they’re building a case for why your marketing budget should grow. That’s not overhead; it’s an investment with measurable returns.
What You Should Expect from Your CMO
- Baseline Metrics: Before change happens, they should capture where you are today. Even if it feels rough, that baseline is the measuring stick for progress. You likely didn't bring in a new CMO because things were running perfectly, and having a starting point to work from will help ensure growth over time.
- Regular Reporting: Clear updates on what’s moving the needle, what’s underperforming, and what the next iteration will target. An underperforming metric is not an underperforming CMO, it is an opportunity for strategic improvement, and without regular reporting, you might just miss it.
- Strategic Alignment: Data shouldn’t live in isolation. It should tie directly to your business goals: growth, retention, market share, or brand positioning. Avoid vanity metrics, that don't directly tie to strategic outcomes for the business.
Why Paying for Measurement Is Worth It
When your CMO measures well, you’ll start to see a new story emerge: how marketing drives growth, creates efficiency, and builds long-term momentum. That story is powerful, and it comes with a price tag. Leaders who deliver proof of value deserve to be compensated accordingly.
As a business owner or executive, don’t shy away from that. If your CMO is showing you how marketing is working and giving you the confidence to invest smarter, that’s exactly where you should be willing to invest more.
Closing Thought
Marketing without measurement is just noise. If you want to win in a competitive market, your CMO needs to measure like a pro. And when they do, the right response isn’t to push for discounts. It’s to recognize the value, invest in it, and watch the returns compound.