Gone are the days of the CMO who isn’t fluent in metrics, analytics, and spreadsheets. The internet has made marketing far more measurable (and therefore more accountable to the CEO) than ever before.

But CMOs struggle to find the right metrics that will get them credibility, and show how marketing contributes to the bottom line — especially when 80% of CEOs don’t trust the efforts of their marketing teams.

Some of the best marketing metrics look at the total cost of marketing — including program spend, salaries of the team, and overhead — and relate those costs to the results you care about: revenue and customer acquisition.