They are going from good/great execution at the functional level to managing the whole customer journey in a holistic, integrated way even though there’s not an immediate ROI and dramatic changes in short term results are rare.
CEOs & CMOs: 2017 Strategic Planning Questions for Your Digital Team
Jim Cuene

I’ve seen quick ROI in increased conversion rates between stages of a customer journey. I also see elimination of duplicate or low-return efforts to be an early impact that can be hard to measure if you’re not looking for it.