If your public relations agency is reluctant to set measurable objectives and demonstrate ROI, they probably don’t know what’s important to your business from a marketing and sales perspective. PR is often prone to feeling like an outsider because they don’t think like an insider. PR can and should be measured in alignment with marketing and sales objectives.

Being a B2B CMO can often feel a lot like this:

In a world where facts are fake and truth is desperately needed, we need to shine some light on what a brand truly is. Let’s get the basic vocabulary out of the way so we’re all on the same page.