10
Make It Credible: Capture Costs of Program and Calculate ROI
The modern marketer is: an experimenter, a lover of data, a content creator, and a justifier of ROI.
KIMBERLEY WALSH
Continuing the opening story in Chapter 9, Global Engineering Company (GEC) was facing serious challenges with issues related to financial, activity, customer, and talent performance. Michael, the VP of sales, and his team launched a marketing performance improvement project to address these issues. Using the ROI Methodology, the team started with the end in mind with the business measure of improved marketing performance along the four dimensions as the desired ...
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