The outsider’s view of marketing effectiveness

Marketers may have their own view of what makes effective marketing, but that needs to match up with the company’s view of success.
In the third episode in this series on marketing effectiveness, created in partnership with Thinkbox, we get the outsider’s view on marketing, speaking with CEOs and finance bosses to understand what they’re looking for from their marketing department.
For Mary Basterfield, UKTV CFO, marketing effectiveness comes down to the “relationsh