October 29, 2020

In this chapter of the book, we discuss some of the challenges to attaining useful measures of Marketing ROI (MROI) and introduce some concepts to overcome the traditional challenges to ROI...

October 21, 2020

Introduction

In our book, The Next CMO, I wrote about the New Marketing ROI (MROI). In this blog, I update the approach by drawing out two concepts that help put the New MROI into practice. I also...

August 13, 2020

The final part of our blog series on ROI covers a worked example of our approach to measuring the real ROI of a marketing campaign, and concludes by emphasizing the importance of adopting a...

July 30, 2020

In our earlier blog post, we introduced the five steps toward measuring ROI in an effective and repeatable way. This article addresses the first two of our 5: first-order ROI calculations, and...

July 23, 2020

In part one of this blog series, we discuss some of the challenges to attaining useful measures of Marketing ROI (MROI) and introduce some concepts to overcome the traditional challenges to measuring...

May 07, 2020

Introduction

To run a successful marketing plan and budget, it’s important to identify and manage your team. This blog talks about the key stakeholders in the delivery of a successful plan. If you...

January 13, 2020

Most marketing budgets are losing 0.8 - 2.1% of their budget to subtle forms of waste accumulated from numerous small issues. 

January 02, 2020

According to the 2019 Gartner CMO Spend Survey, “marketing leaders again named finance as the top organizational inhibitor of the marketing strategy.” It doesn't have to be that way.

July 08, 2019

Most B2B marketers have been asked this question "what's the value of a lead" at some point in their career

June 21, 2019

Spend now to benefit the future

Marketing ROI is unquestionably one of the key metrics that define success for CMO's and their teams. That makes total sense given that marketing commands the largest...

May 14, 2019

MarTech simultaneously makes us scientists, artists and luddites

Marketing is an uneven discipline. In some respects, it is wildly sophisticated, such as the technical innovation in response to the...

April 30, 2019

Marketing Attribution suffers from subjective scoring models, low-information feature sets, and measuring data at the wrong level. There is a better way.

The attraction of Marketing Attribution

The...