Need proof that marketers must both invest in innovation and demonstrate ROI?

The American Advertising Federation has found in a study released on February 6th that 73% of marketing executives reserve up to 20% of their budgets for "experimentation" and new media properties. Just over 12% reserve up to 40% for the same purpose.

Yet 40% of CMOs surveyed by Red Herring say they feel "high pressure" to prove the value of their work to CEOs. They say their number one challenge is growing revenue. (As is well known, the window for proving value is relatively short -- average CMO tenure is under 24 months.)

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