Why C-suite alignment is an urgent marketing priority

CMOs often struggle to secure long-term brand investment, missing out on its multiplier effect on performance. Mike Menkes and Jason McNellis of Analytic Partners explain why performance metrics mislead, how to align with CFOs using incremental measurement, and why scenario planning builds trust and defends budgets effectively, based on WARC's Multiplier Playbook research. Hosted by Ann Marie Kerwin.

Guests:
Mike Menkes, Group Senior Vice President, Analytic Partners
Jason McNellis, Vice President, Commercial Analytics, Analytic Partners
Ann Marie Kerwin, Americas Editor, WARC

Chapters:
00:00 – Introduction: Welcome to The WARC Podcast
01:44 – Why CMOs struggle to secure brand investment
02:45 – The risks of over-focusing on performance metrics
03:46 – Are CMOs and CFOs speaking different languages?
06:58 – What “incrementality” really means for marketers
08:54 – Matching marketing metrics to CFO and investor language
10:40 – Inside the “doom loop” of last-click and search over-crediting
13:28 – Balancing brand building and performance marketing
14:26 – Why most brands overspend on performance media
18:08 – Redefining ROI and ROMI with finance
20:22 – Short-term vs long-term effects of marketing investment
22:52 – Proving marketing as a growth investment, not a cost
29:03 – Using scenario planning to defend marketing budgets
31:19 – Case study: Luxury retailer increases spend instead of cutting
33:07 – One action CMOs can take tomorrow with finance

For 40 years, WARC has been providing the marketing industry with rigorous, unbiased evidence and expert effectiveness guidance. The WARC Podcast publishes a new episode every Tuesday and Thursday.

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