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‘It has to translate into wins’: One B2B CMO on his framework for measuring brand and business impact
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
The CMO at tech giant Infosys has developed an effectiveness “framework” to prove the value of marketing to the leadership team from both a brand and performance perspective.
The B2B business, ranked by Brand Finance as the third-largest IT service brand in the world earlier this year, uses what its global marketing lead Sumit Virmani dubs the “brand and business impact framework”. Virmani explains how Infosys “fundamentally believes” that marketing exists to help the business “win” and to do that it has to “have a laser eye view on how the business articulates success”.
