The CMO’s Mission Impossible : Why Measuring Marketing Impact is Like Catching Smoke (And How to Do It Anyway)

As a former CMO at multiple tech unicorns, earlier this year I found myself in an exec meeting feeling much like Leo’s character in The Departed when Frank Costello (Jack Nicholson) asks him — “Do you know who I am?” (Yes, in case you didn’t know, I watch a lot of movies and have a flare for drama!)