As boards and executive teams demand clearer accountability for growth, many marketing organizations are finding that traditional measurement approaches fall short of what leadership needs to make confident decisions. Activity-based metrics and fragmented dashboards don’t translate into business value. What’s required is a measurement framework that connects marketing investment directly to revenue, profitability, and long-term growth. This session focuses on how senior leaders can rebuild marketing measurement to support executive decision-making. We’ll explore how to align marketing metrics with enterprise priorities, integrate financial and customer data, and create a shared language with finance, sales, and the C-suite. Attendees will gain insight into how a modern measurement framework strengthens credibility, improves resource allocation, and positions marketing as a strategic driver of business performance, not just a reporting function.