Premier Foods’ CMO on the need to ‘redefine’ ROI
Marketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.
To land an effectiveness message, marketers will likely need linguistic skill on their side.
Premier Foods CMO Yilmaz Erceyes believes it is essential marketers are able to articulate the impact of their work according to what drives the business and, crucially, the metrics which matter most to senior leaders. Marketers should tailor their language to suit the audience, he argues, just as they would with consumers.