In today’s Marketing Pulse, gain insight into how:

• CMOs can unlock hidden ROI with AI by measuring decision velocity, predictive gains, and cross-functional impact beyond traditional dashboards.

• All-around attribution frameworks blend multi-touch, MMM, and incrementality testing to reflect how customers actually buy and scale growth responsibly.

• Marketing alignment across narrative, audience, and operations prevents campaigns from failing before they even launch by turning confusion into clarity.

These articles are penned by members of Forbes Communications Council, key marketing and communications leaders shaping the future of these fields.

Let’s dive in!

Why CMOs Undervalue AI’s Impact & How To Fix It

AI is reshaping marketing strategies, but most organizations fail to measure its real ROI. Traditional dashboards and KPI models don’t capture AI’s full impact, leaving CMOs struggling to justify its value.

AI delivers more than just efficiency; it transforms decision-making, enhances predictive capabilities, and drives organizational-wide benefits.

Here’s what CMOs need to know about revealing AI’s hidden ROI:

🚀 AI’s “Invisible” Wins

• Decision Velocity: Faster insights and responses create competitive advantages.

• Variance Reduction: Eliminating inconsistencies boosts revenue predictability.

• Capacity Expansion: AI scales output without increasing headcount.

📊 Rethink Measurement

• Ask key questions, such as how much faster are decisions? What workflows are streamlined?

• Focus on predictive metrics instead of outdated past-performance KPIs.

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The Future of Attribution: Moving Beyond Single-Touch Models

Attribution has outgrown its status as a simple reporting tool. Today, brands need systems that reflect how customers actually buy, spanning devices, channels, and touchpoints. Enter “all-around attribution,” a multi-method framework that integrates everything from multi-touch mapping to marketing mix modeling and first-party data.

Instead of chasing "perfect" attribution, this approach builds strategic confidence and provides actionable insights for real business impact.

Here’s why all-around attribution outperforms traditional models:

📚 It Models Real Customer Journeys

• Full-Funnel Metrics: Accounts for nurturing, education, and pre-conversion interactions.

• Platform-Agnostic: Avoids pitfalls like over-optimizing for channel bias (e.g., last-click).

🎯 It Adapts To A Changing Landscape

• Privacy-Ready: Combines MMM, incrementality testing, and data diversity to weather signal loss.

• Flexible Insights: Adjusts as channels, regulations, and consumer behaviors evolve.

🏆 It Enables Board-Ready Strategies: Layered insights—attribution (MTA), impact (MMM), and lift—make marketing decisions credible and scalable.

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The Cost of Misalignment—& How to Fix It

Most marketing failures aren’t caused by weak creatives, low budgets, or flawed media plans. They happen before campaigns even launch. The root cause? Misalignment within the organization on goals, messaging, and strategy creates confusion for teams and audiences alike.

Here’s how to ensure alignment before hitting “go.”

💡 Align These Three Essentials

• Narrative: Can leadership articulate a shared story? Simplify the "why" behind your brand.

• Audience Truth: Are you solving the right problem? Listen to real stories, not just data.

• Internal Readiness: Are operational systems and teams prepared to deliver on brand promises?

🔍 Spot & Fix Misalignment: Before launching, audit your messaging across channels and address points of fragmentation. Loud marketing amplifies mistakes, but clear marketing builds trust.

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Wrapping Up

If these articles sparked your interest, we have a network that you will absolutely love: Forbes Communications Council.

This exclusive, vetted community brings together the brightest minds in marketing and communications — founders, CEOs, CCOs, CMOs, and other senior leaders of marketing and communications teams.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Communications Council today, and become part of a group driving transformation in marketing.