Build collaborative relationships with your C-suite peers

Monthly meetings of the senior management team are unlikely to be the best place for making the case for marketing spending, as marketing leaders are not setting the agenda and are unlikely to have the airtime to offer a nuanced and comprehensive view of marketing’s impact.

But it is recommended for this to happen in a setting where the CMO offers evidence and logic for spending while addressing important questions. A side benefit of this approach is that non-marketing leaders will appreciate that marketing is an investment, not just a cost.