Marketing ROI Moves From the Agenda Into Action
by Jim Lenskold
Great news for corporate executives with an eye on marketing performance: The discipline of measuring and managing marketing ROI is rapidly growing and taking hold. For at least the past five years, executive surveys have put marketing ROI at the top of the agenda, and you had to wonder when the talk would lead to action. The results of the forthcoming "2006 Marketing ROI and Measurement Trend Study," produced in partnership with MarketingProfs, show a sizable jump in marketing's ability to measure financial impact. The bottom line is this: Marketing organizations need to assess where they stand and how well they are progressing relative to their industry. ... cont'd
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