Getting Closer to the C-Suite

Research on the CMO–C-suite disconnect, and the practical steps to close it

ABOUT THIS SESSION

Making the case for marketing

Cathy Taylor, US Commissioning Editor at WARC Strategy, presents findings from the WARC Guide to Making the Case to the C-Suite, drawing on research, executive interviews, and case studies examining the relationship between CMOs and C-suite leaders.

The research identifies a persistent disconnect between how marketers communicate their value and what CEOs, CFOs, and boards are actually looking for.

The session examines what drives that disconnect and outlines how marketers can close it by framing marketing’s contribution in terms of growth, profitability, and commercial impact rather than marketing-specific metrics.

What you’ll learn

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How the C-Suite evaluates marketing

CEOs and CFOs assess marketing through the lens of commercial contribution — revenue growth, margin protection, market share, and cash flow impact.

Metrics that are meaningful within marketing (brand equity, awareness, engagement) often do not translate directly to the financial language that boards use to evaluate business performance.

Five actions CMOs should prioritise

The session outlines five practical actions from the WARC research: understanding investor and board priorities, building shared metrics with finance, demonstrating long-term effects alongside short-term results, connecting marketing investment to business outcomes, and building executive relationships before budget conversations are needed.

How to translate marketing language into financial terms

Metrics like brand awareness, consideration, and NPS need to be connected to outcomes that appear on the P&L or balance sheet.

The session covers how to make that translation — identifying which marketing indicators predict revenue and margin performance, and how to build the evidence base within your organisation.

Common myths that weaken marketing’s case

The research identifies persistent misconceptions that undermine marketing’s credibility with the C-suite — including the assumption that short-term results are more credible than long-term effects, and that CFOs are primarily focused on cost reduction rather than growth enablement.

WATCH THE SESSION

Getting Closer to the C-Suite

Presented by Cathy Taylor, US Commissioning Editor, WARC Strategy.

Download the presentation

THE SPEAKER

Cathy Taylor

US Commissioning Editor, WARC Strategy

Cathy Taylor is US Commissioning Editor at WARC Strategy, where she leads research into marketing effectiveness, C-suite alignment, and commercial strategy. For this session, she draws on the WARC Guide to Making the Case to the C-Suite, which examines how CMOs can communicate marketing’s contribution to business performance in terms that resonate with CEOs, CFOs, and boards. The session presents the guide’s key findings and practical recommendations.

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