For much of the past 20 years (and beyond) Marketing has been viewed in the organization as a necessary cost center rather than a revenue producing function within the enterprise. This view has been driven primarily by a lack of clear measurable outcomes for marketing that starts with challenges in measuring marketing attribution to sales.
Today, two things have changed. First, the enterprise is looking for Marketing ROI for all of their paid, owned and earned efforts, and second, their are a new set of KPI’s that brands should be considering when measuring the impact of their marketing efforts.
Welcome to the new KPI’s of Marketing ROI where we start by creating customers but do not stop until we ensure that we can keep them, learn from them and grow with them.
