Quantifying marketing ROI: the Philips journey

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...