Measure What Matters: Finding Common Ground With the C-Suite

Amid increasing complexity and an ever-expanding array of touchpoints, getting accurate and actionable marketing measurement has never been more challenging. But in a world where the C-suite and finance teams are laser-focused on the bottom line, it’s also never been more necessary.

In a panel discussion at the 2025 TruAudience^® Marketing Solutions Summit, Western Union CMO Bob Rupczynski emphasized: Focusing on outcomes is vital to helping marketers demonstrate the impact of their investments, justify their budgets, and align with stakeholders controlling the purse strings.

“When I sit down with our board, our CEO… it’s all about numbers,” Bob relayed.

Watch the clip above for Bob’s full answer — and if you’d like to see more from the Summit stage, check out the full recordings in our playlist.