Dig Deeper into Diverse ROI Topics
Following are a number of articles that we have published since 2002. Some articles have also been published in our newsletter (click here to subscribe)
Marketing Management Magazine
Unlock
Profit Potential - (PDF)
Feature article in Marketing Management and reprinted
with permission of the American Marketing Association.
Align marketing with financial performance. Marketers need to recognize that implementing marketing ROI techniques generates valuable, actionable insight to guide more profitable returns for their marketing investments.
Marketing
ROI: Playing to Win - (PDF)
Feature article in Marketing Management and reprinted
with permission of the American Marketing Association.
This article establishes that marketing ROI belongs
at the pinnacle of the marketing measurement hierarchy.
CMO Magazine
Three
Lessons for More Effective ROI
Take action now to improve your marketing measurement
capabilities -- and your company's health.
One
Part Inspiration
How to create a culture that values
both disciplined analysis and intuition.
A
Well-Oiled Machine
Love 'em or hate 'em, measurements are a critical part
of the marketing process.
Repeat
After Me
You want to grow profitable sales for your company.
But don't do it at the expense of long-term buying behaviors.
Prophet-ability
Managing your marketing dollars means more than strategic
positioning. To build your bottom line, you'll need
to predict the value of your investments.
MarketingProfs.com
Six Approaches to Spend or Cut Marketing in Tight Economies
As many global economies become tighter and revenue streams shrink, marketing executives must strategically assess their opportunities to profitably win their share of that smaller revenue pie.
Maximizing Lead Generation Marketing ROI - Part 1: Lead Quality Counts
Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, and building strong alignment with the sales organization.
Survey Shows Better Data, Measurement Abilities, and ROI Metrics Boost Marketing Performance
It takes better access to detailed data and ROI discipline, but it also comes along with greater growth and better levels of budgets, according to the recently released Lenskold Group/Kneebone 2008 Marketing ROI and Measurements Study.
Three Critical Questions to Get the Most from Marketing Mix Modeling
Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling (MMM) can work for them and how to get the most from it.
Surveys Say...Challenges Remain for ROI Measurements but Discipline Pays Off
Research clearly shows that companies using profitability metrics for at least some of their marketing campaigns have an advantage in outgrowing competitors and earning the confidence of their CEOs and CFOs.
Six Steps to Drive Breakthrough Marketing With ROI Insight
Profitable growth is a key business priority for every business. Marketing must be prepared not just to handle the demands for steady growth but also to respond to the occasional call for more aggressive growth.
Marketing ROI in 2007 - Moving into the New Era of Marketing
Progress in 2007 will not come from new technologies or techniques but from increased adoption as we get smarter about addressing measurement challenges and recognize the opportunity to align marketing strategies and tactics with business objectives.
Three Steps to Defend Your Strategy and Win More Budget Battles
The budget-cutting process puts you as a marketer in defensive mode—you may lose key tactics that have strategic value in the marketing mix, or the cuts scale back the overall marketing to the point where you question the potential impact.
Make a Plan to Get More Out of Your Annual Planning and Budgeting
Since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process.
Turning
Customers into Your Sales and Marketing Department
by Jim Lenskold and Bill Lee
One of the most exciting and promising developments
in marketing is the emergence of something called Net
Promoters as an increasingly critical metric that drives
corporate performance.
Financial
Intelligence for Strategic Planning
Bringing financial intelligence into the intelligence
mix offers new insight into the potential value of strategic
and tactical alternatives.
Building
Profitable Customer-Centric Strategies
by Jim Lenskold, Pam Harper, Michael Lowenstein and
Jeff Mauzy
This four-part article series featured on MarketingProfs.com
demonstrated an integrated approach to improving the
capture and application of customer intelligence in
marketing.
CRM Today
Managing
Prospect Relationships
The article
discusses the need for capturing intelligence in customer
acquisition and managing prospect relationships just
as companies manage customer relationships.
Justifying
the ROI on Intelligence
How to win the support and budget necessary to improve
business intelligence that can drive profitable customer-centric
strategies.
4
Pillars of Insight Transformation
This article, jointly written
by Jim Lenskold and John Picard of Picard & Company,
provides a pathway to transform customer data into actionable
customer insight.
Marketing
ROI Can Improve CRM Profitability
This article establishes the primary connections between
CRM and marketing profitability. Measuring and managing
customer profitability can be quite challenging but
extremely rewarding in the insight available to guide
more profitable strategies. After all, earning customer
loyalty is a great accomplishment but not if you must
invest more than the incremental customer value generated.
Other
CFOs
are from Mars, CMOs are from Venus
Published on the American Marketing Association website. The time has come to take profitability management to new levels and establish marketing as more than just a discretionary expense.