Leadership & perspective
Chief Marketing Officer · Canada
2026-09-22 edition
Judge mobile growth after the joining offer has ended.
Section · The leadership journal
A CMO should agree opening and later success measures before a campaign begins, with responsibility for each measure made explicit. Better evidence does not excuse a retrospective change in what the team was asked to deliver.
Read the essayCombining mobile brands may simplify the company's communication account while obscuring a meaningful difference in commitment. The case for keeping a brand must explain that difference and the cost of examining it.
Read the essayThe last recorded click can be useful evidence and an inadequate allocation rule at the same time. Marketing leaders must own the judgement that remains after the report has done its work.
Read the essay