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Flushed with Data and Metrics: Why is it Still Hard to Prove Marketing ROI?
The data is there, or at least available; that excuse for proving the ROI of marketing is dead and isn’t valid. If the Chief Financial Officer for a company is asked to show the ROI for the company, it would be impossible for him or her to simply say, “AH, we can’t do that.” So, what is it that is makes beggars out of CEO’s that want to know the ROI for marketing? Why isn’t marketing ROI a written part of every CMO’s job description? Author Laura Patterson of VisionEdge Marketing has opinions about why this is still an evasive goal for most corporations.