From the moment a new chief marketing officer starts a job, the expectations for improved marketing performance are outrageously high. The CEO is looking for simultaneous upticks in brand metrics and demand generation. The head of sales wants leads that almost close themselves. The HR chief is expecting instant improvements in Glassdoor ratings and an influx of highly qualified recruits. And of course, the chief financial officer is hoping for increased yield on a smaller budget offering the advice, "only spend money on things that you can measure."

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