People all over the world are transforming marketing teams, challenging the idea that marketing does a simple, non-revenue-driving job, and leading the way with the help of data and analytics. And again, business leaders call marketing a cost center rather than a revenue generator.Or do they? In part one of this series, after exploring the concept of revenue buy email list marketing, I asked if it is marketers ourselves who are keeping marketing from being seen as an important strategic partner that drives revenue and the growth. After speaking with top CMOs from all areas of marketing, it's clear that's not the case. Rather, the modern CMO struggles on another front: balancing the art of creative marketing while proving ROI and generating leads.And here's the thing: this marketing transformation has been happening for years, ever since that first piece of martech went on sale. Every organization these days has at least one CRM, maybe even a brand health tracker or content buy email list marketing system. The language of data, of ROI, has become commonplace in marketing teams as they develop data scientist roles, sometimes at the expense of creatives. CMOs know their job is to drive demand; modern science simply allows them to prove their worth to the board. Investec Group Marketing Director Malcolm Fried says his company is "very clear" about the role marketing plays in the business: "Marketing should either help us keep the revenue we have or help generate new income in the business, or do both. It's not really there for anything else. We struggle with any other definition of the purpose of marketing."What data and analytics give us as marketers, and what they give everyone else, is a sharper ability to measure results buy email list and be more accountable. In marketing, not everything can't be measured, and probably not everything should be measured, but where we can produce KPIs, we try, because it's better to be accountable than not After all, we're dealing with shareholders' money, we're dealing to scarce capital, we are dealing with costs, so we are going to be responsible for that."