2017 Agile Metrics ROI 
Harvard Business
OCTOBER 3, 2018
” The email contained a link to a 2017 article one of us wrote for HBR, and suggested the CMO read it before their meeting. ” Like many of the CMOs described in the 2017 article, she was initially hired to focus on downstream commercialization roles, such as overseeing advertising. And they have significantly more impact.
Harvard Business
MARCH 22, 2017
Each outbound communication is measured individually for immediate ROI. The metrics also changed. Marketers are adopting the business practices of entrepreneurs such as lean startup and agile development. They realized they had to think beyond marketing as promoting an existing product.
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