"Maximizing Top-Line Performance: The Importance of Aligning Business and Marketing Objectives"

As a marketer, driving top-line performance such as Share of Market, Demand, Sales, etc. is a crucial objective. However, many brands struggle to effectively link business results to their advertising decisions. In order to bridge this gap, it's essential for businesses to align their business and marketing objectives.

Modern marketers require metrics that are easily accessible, granular, timely, and robust enough to guide their marketing strategies and tactics. One such metric that has proven to be effective in aligning business and marketing objectives is Share of Search (SoS).

CMOs and brand managers have come to realize that Share of Search is a leading business metric that helps measure marketing effectiveness. SoS is a predictive proxy for Share of Market (SoM) and has been demonstrated to work for both brand and product advertising.

The correlation between Share of Search and market share has been proven, and it has even helped in predicting pandemic outbreaks. As such, implementing Share of Search as a key metric in your marketing strategy can lead to improved alignment and ultimately drive better business results.