Comments on: The CMO Screams: Marketing Metrics for the Corner Office! http://www.adotas.com/2009/05/the-cmo-screams-marketing-metrics-for-the-corner-office/ Where Interactive Advertising Begins Fri, 10 Feb 2012 17:07:34 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Adam Smithline http://www.adotas.com/2009/05/the-cmo-screams-marketing-metrics-for-the-corner-office/#comment-758766 Adam Smithline Sun, 03 May 2009 00:12:44 +0000 http://www.adotas.com/2009/04/the-cmo-screams-marketing-metrics-for-the-corner-office/#comment-758766 This isn't new. It's called ROMI, or return on marketing investment. And you're right - profit is the only thing that matters in business, so only measurable marketing efforts can win the day. Unfortunately, it is one thing to talk about it and something quite different to do it. I've been fortunate enough to have the backing to implement ROMI reporting at three companies, and in all cases it was a major effort. At large companies it can take years of work to build the infrastructure and process needed to tie spend to results. But if marketers want to reach their full potential there is no workaround. I would like to hear more on this topic, including case studies and discussion of the challenges others have encountered and solutions others have implemented. This isn’t new. It’s called ROMI, or return on marketing investment. And you’re right – profit is the only thing that matters in business, so only measurable marketing efforts can win the day.

Unfortunately, it is one thing to talk about it and something quite different to do it. I’ve been fortunate enough to have the backing to implement ROMI reporting at three companies, and in all cases it was a major effort. At large companies it can take years of work to build the infrastructure and process needed to tie spend to results. But if marketers want to reach their full potential there is no workaround.

I would like to hear more on this topic, including case studies and discussion of the challenges others have encountered and solutions others have implemented.

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