Marketing ROI and marketing profitability have recently been placed at the top of the agenda for business executives who recognize the need to manage marketing costs while achieving increased sales results. To accelerate the advancement of best practices, we have compiled content and links for white papers, publications, events and tools, prepared by Lenskold Group and other thought leaders.

Much of the content is open for general access. Select areas are available for registered users (click here to register for free).

SECTION HIGHLIGHTS

• 2007 Marketing ROI and Measurements Trend Study - A joint research study by Lenskold Group and MarketingProfs, this year's study examines the strengths of marketing practices relating to managing and improving profitability beyond measurements. It also focuses on the differences in growth and performance between companies that use profitability/ROI metrics and those that do not.

• Articles
  
  Unlock Profit Potential - Published by Marketing Management Magazine, May/June 2007. Align marketing with financial performance.
  

  Turning Customers Into Your Sales and Marketing Department – Net Promoters measurement provides simple but very powerful analytical rigor to what is arguably the most important source for spreading positive buzz about a company: its own customers. Published by MarketingProfs, March 2006, co-written by Jim Lenskold and Bill Lee.

• White Papers
  
  The Marketing Profitability Path: Mapping Your Journey - This white paper captures the four-part article series by Jim Lenskold and Hugh Macfarlane (author of The Leaky Funnel) originally published by MarketingProfs.com. The series provides an approach for managing the integrated sales and marketing funnel to maximize profitability. The white paper is free to registered visitors.