Dig Deeper into Diverse ROI Topics
Following are a number of articles that we have published since 2002. Additional full-length articles have also been jointly published in our e-newsletter and on MarketingProfs. These articles are listed under the e-newsletter archives.
Marketing Management Magazine
Unlock
Profit Potential - May/June 2007 (PDF)
Align marketing with financial performance.
Marketing
ROI: Playing to Win - May/June 2002 (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 - February
2006
Take action now to improve your marketing measurement
capabilities -- and your company's health.
One
Part Inspiration - December 2005
How to create a culture that values
both disciplined analysis and intuition.
A
Well-Oiled Machine - September 2005
Love 'em or hate 'em, measurements are a critical part
of the marketing process.
Repeat
After Me - July 2005
You want to grow profitable sales for your company.
But don't do it at the expense of long-term buying behaviors.
Prophet-ability - April 2005
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
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
From Jim Lenskold's column in CRM Today. 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
Jim Lenskold's column in CRM Today provides an approach
for winning the support and budget necessary to improve
the intelligence needed to 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.
