CFO: FORECAST + IMPROVE FINANCIAL PERFORMANCE
- How much revenue can we expect for our level of investment?
- What activities have a negative ROI and are wasting money?
- Can the new customers we acquire actually afford to pay us?
CMO: PLAN MARKETING STRATEGY + CHANNEL MIX
- How much budget do we need to be able to hit our target?
- What channel mix will yield the highest ROI/ROAS/ROMI?
- How does digital advertising impact physical retail sales?
CMO: IMPROVE ENGAGEMENT WITH TARGET AUDIENCE
- How much budget should we assign to each specific activity?
- What channel synergies can we exploit to maximize reach?
- Who to target with what offer in what channel at what time?
CMO: OPTIMIZE CUSTOMER JOURNEY TO CONVERSION
- Are we communicating the right message in the right channel?
- What touchpoints or messages are actually barriers to conversion?
- What parts of the customer journey can be automated?
CEO: ACCELERATE OVERALL BUSINESS GROWTH
- How much more revenue could we generate if we invest more?