If I am CMO (and I have been) then I have a budget. I manage that budget and I do not want to have to keep justifingy everything I do with that budget - as long as I am making or exceeding the revenue and profit expectations.
Sure I will measure the elements (metrics) I use. Sure I could justify what I do - but why would I be expected to do that on a monthly basis?
I do not ask the other departments to justify to me every element. I do not expect to have to have a continual set of little bottom lines every month. If that is happening then the CFO and the CEO need a kick in the Duff - where do they think this revenure is coming from??
Dr. Brian
CEO MAANZ International http://www.marketing.org.au
Twitter @smartamarketing https://twitter.com/#!/smartamarketing
