Quantifying marketing ROI: the Philips journey

Rex Briggs

Rex Briggs, CEO of Marketing Evolution, describes a presentation to Philips and explains the key features of ROMO (Return on Marketing Objectives), a technique for measuring marketing's ROI.

Quantifying Marketing ROI: The Philips Journey

Rex Briggs

I stood beside Gerard Kleisterlee, the president and CEO of Philips in the conference theatre at its headquarters outside Amsterdam. He turned to me and said, 'The most difficult conversation we have in the boardroom is when marketing asks for another €30 million.' Every other group in the company can tell Gerard what Philips will get for the investment. Marketing cannot.

I probed, 'Is marketing really that different from the rest of the company?' Kleisterlee described his work with six sigma in operations and the gap that exists in marketing. Yes, marketing...

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