How can chief marketing officers (CMOs) best improve their companies’ return on marketing investment (ROMI)? Making certain their creative is producing effective ads is not enough. In order to drive additional growth from existing marketing budgets, CMOs must hold media agencies accountable for getting the best media placements—at the best rates. Yet few CMOs do this. They’re worried that challenging agencies’ media-buying practices and fees could sour relationships or even lower service quality.
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How can chief marketing officers (CMOs) best improve their companies’ return on marketing investment (ROMI)? Making certain their creative is producing effective ads is not enough. In order to drive additional growth from existing marketing budgets, CMOs must hold media agencies accountable for getting the best media placements—at the best rates. Yet few CMOs do this. They’re worried that challenging agencies’ media-buying practices and fees could sour relationships or even lower service quality.