Break Free B2B Marketing: Julie Brown of Johnson Controls on Proving the EBIT of Your Marketing

For decades, marketers have measured success differently than the rest of the organization. We raise awareness, increase share of voice, generate impressions, deliver MQLs to sales.  Meanwhile, the success of the business itself is measured in….well, money. Revenue. Earnings before interest and taxes (EBIT).  But this disparity is changing as marketers are becoming more data-driven …

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