THE MARKETING ROI PROBLEM HAS ITS ROOTS IN MARKETING CULTURE

Summary from the TLDR Marketing newsletter

While advances in marketing analytics and technology have been made, a significant portion of businesses still face difficulties in calculating ROI. Typical marketing KPIs do not translate directly to revenue and ROI metrics, which can prevent buy-in from other leaders. Brand marketing in particular is typically lacking metrics that matter to the C-suite. To counteract this, marketing leaders should manage activities that drive the KPIs that ultimately drive business results, while also presenting marketing results with concrete financial KPIs.