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...