There’s never been a more urgent time to implement marketing ROI processes. Companies are dependent on marketing organizations to win a greater share of profitable business in a very tight competitive market. At the same time, marketing expenses are under scrutiny, and it’s important to hold tight to the best investments while trimming only waste and low-performing investments.
Most marketers do work toward the objective of generating profits even if other metrics are used to guide their decisions. Marketers must make advancing their marketing ROI capabilities a priority for 2003 and here are six key reasons why.