Take the guesswork out of measuring ROI

This article explains how companies can overcome difficulties around measuring ROI of corporate initiatives to achieve optimal allocation of marketing and service spend.

Take the guesswork out of measuring ROI

Rolf M WulfsbergSiegel+Gale

Can CFOs and CMOs overcome the difficulty of measuring the RoI of corporate initiatives and activities in order to achieve optimal allocation of marketing, sales and service spend? Rolf M Wulfsberg of Siegel+Gale explains how.

If you're a CFO or CMO, you know how difficult it is to measure the RoI of brand or marketing initiatives. According to IBM's 2011 Global Chief Marketing Officer Study, the number-one challenge CMOs will face in the next few years is demonstrating the value or financial return associated with their brand...

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