Achieving Marketing Nirvana

Donald Sexton discusses the metric of Customer Value Added, or CVA, to understand and achieve financial returns from marketing.

Achieving Marketing Nirvana

Donald E. Sexton, PhD

For any business professional, superior financial performance must be at the heart of every decision and every action taken. This is especially true for marketers. While researching my latest book, a senior executive said to me, “Marketers can always spend money to hide a flawed business strategy. When money is tougher to come by, we need to be much smarter about how we spend it.”

It seems fundamental, but my research suggests that not all companies understand how marketing drives financial performance. “All organizations need to get back to the basics of measuring,...

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