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Measurement and ROI

Accountability is central to a more credible, influential marketing. Even before the recession, many business leaders questioned marketing’s ability to generate (or even quantify) an acceptable level of return.

Here we look at measuring and proving marketing’s value in the language of business – revenue, margin, cash flow and shareholder value.

  • What does ROI mean and how best to measure it?
  • How can marketing leaders be more accountable?
  • How do we factor in results and measurement?

The Marketing Transformation Leadership Forum met in May 2010 for a panel debate to tackle these issues with senior representatives from finance, sales, general management and marketing services. Our report, video interviews, case studies and blogs will be available to access from early June.

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