The CRM and Marketing ROI Connection

There are many ways to draw connections between managing customer relationships and managing marketing ROI. At the root of this connection is the fact that the ideal way to optimize marketing profitability is to manage customer profitability. As companies improve their 1) understanding of customers, 2) ability to innovate around the customer and 3) capacity to deliver customer-centric strategies, attention to return on investment serves as the financial intelligence to guide the right long-term decisions for the company. This core philosophy is what inspired four consulting authors to form BALA (see the article above) and will inspire success within the next generation of successful businesses.

In September, I was added to the Editorial Board of CRM Today (www.crm2day.com). My first article, "Marketing ROI Can Improve CRM Profitability," 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.