South Africa, Feb. 5 -- What's beyond your marketing campaign's reach, click-throughs, or video views? It's figuring out whether these metrics lead to tangible business results.

CMOs often find it difficult to effectively articulate to the finance team if a campaign has contributed to meeting business goals. This may be due to the complexity of the consumer journey, the various elements that make up a marketing campaign, or the fact that not many CMOs are talking to their finance team in the language of value.

In sub-Saharan Africa, we've seen an increased communication disconnect between CMOs and CFOs, with marketing often being labeled as a cost centre to decision-makers.

With 50% of all ad spending in South Africa projected to go th...