Demonstrating marketing ROI is one of the most important jobs today, says JLL's Siddharth Taparia

“The biggest challenge continues to be the partnership with the CFO, and making sure that marketing dollars are not just spent wisely, but in a way that performance can be measured,” said Siddharth Taparia, global chief marketing officer at JLL, in an interview at Cannes Lions 2026.

Taparia also said that CMOs should not get caught up in “vanity metrics” like clicks and views, but rather focus on “actually being able to measure things that are going to move the needle on the business.”

“The biggest challenge continues to be the partnership with the CFO, and making sure that marketing dollars are not just spent wisely, but in a way that performance can be measured,” said Siddharth Taparia, global chief marketing officer at JLL, in an interview at Cannes Lions 2026.

Taparia also said that CMOs should not get caught up in “vanity metrics” like clicks and views, but rather focus on “actually being able to measure things that are going to move the needle on the business.”