Lenskold Article Series

by Jim Lenskold

Unlock Profit Potential:
How to Align Marketing to Financial Outcomes

Executive Briefing

As companies continue to hold marketing executives to greater levels of accountability, they must determine whether ROI, or other financial metrics, can truly provide the insights they need to be accountable. ROI should not replace other marketing metrics but clearly needs to be central to improving marketing measurements and decision making. Without financial metrics, companies will continue to treat marketing as a discretionary expense managed by feel-good measurements that don’t align with business objectives.


This article, published in 2007, dispels the myths that ROI is not the best metric to optimize financial performance and provides examples for why this is the ideal metric when used correctly. Click the image below to download the article in PDF.