Is MMM just a cover-your-ass exercise for marketers?
Sadly, many MMM projects historically have been designed with only one goal in mind: How can we make the marketing team look good and justify everything we’ve done over the last year?
This obviously is not healthy and in the long run leads to short tenure for CMOs: the reports say we’re crushing it but it’s obvious from the overall business metrics that we aren’t moving the business forward.
MMMs are most useful when they tell the truth about what’s working and what’s not and the best marketing teams are honest with themselves and the rest of the organization about the fact that not everything will work. And intellectual honesty buys more long-term support than metric smoke screens.