They never ask, how much of my money is wasted? They simply boost event budgets when sales are up; and slash those budgets when sales are down.
CMOs ascend to their lofty jobs through predictable routes. Advertising. Digital. PR. Research. Product management. Sales.
Have you ever heard of a CMO who once held the job of event manager at his—or any—company?
The consequence of their pedigrees is: CMOs bring blinders to the job, when it comes to live events.
It's why they don't share Wanamaker's Worry.