Only half of organisations have a marketing effectiveness roadmap, according to the inaugural IPA Effectiveness Culture Monitor. But those organisations who do so feel more empowered to deliver great marketing and aligned with the aims of their business. Whether you have a roadmap or a toolkit to ensure effectiveness, what truly works when it comes to transforming businesses?
In a year where 71% of marketers say demonstrating the value of marketing to the CEO and CFO will be extremely challenging this year, according to Forrester, we ask the industry's best and brightest marketers - and Marketing Society Council Members - how to create a culture of marketing effectiveness.
Craig Inglis
Non-Exec Chair
The Marketing Society
Sabah Naqushbandi
Global Marketing Director - MR PORTER
YOOX Net A Porter Group
Duncan Chater
Managing Director, Europe, Bloomberg Media
Bloomberg
Kerttu Inkeroinen
Marketing and Ecommerce Director
Union Hand-Roasted Coffee
