Ed Sevilla (Senior Vice President, Strategic Communications) was featured on a recent Higher Ed Live podcast episode, “Marketing and Advancement: Colleagues and Partners – or Direct Reports?” Host Rob Zinkan (Indiana University) cited Ed’s insight on the implications of CMOs communicating ROI to boards of trustees:
“On the margin, the board committee may be more likely to allocate scarce budget resources to fundraising than to marketing. It’s a higher ed version of the longstanding conversation in business about sales vs. marketing and the role of the Chief Marketing Officer. CMOs need to be thinking as hard about raising revenue as they think about raising brand awareness and reputation.”
For more of the podcast, listen here.