http://forexarticles.org/b2b-marketing-accountability-5-ways-to-prove-your-b2b-marketing-efforts-are-paying-off-2008-11-15.aspx Article About Forex,Business,Finance,Money,Making Money Articles Sun, 02 May 2010 20:51:33 +0000 http://wordpress.org/?v=2.9.2 hourly 1 http://forexarticles.org/b2b-marketing-accountability-5-ways-to-prove-your-b2b-marketing-efforts-are-paying-off-2008-11-15.aspx/comment-page-1#comment-142 Mitchell Gooze Sun, 16 Nov 2008 20:54:24 +0000 http://forexarticles.org/?p=1548#comment-142 CMOs, marketing directors and marketing departments are under increasing pressure to justify their marketing activities. In an attempt to do so, they have turned to the "proven" technique of ROI. However, we are concerned that the actual ROI approach taken to justify activities may in fact make things worse. Rather than adopting piecemeal approaches from finance that might justify activities, we believe that marketers need to find a more use set of measurement disciplines. CMOs, marketing directors and marketing departments are under increasing pressure to justify their marketing activities. In an attempt to do so, they have turned to the “proven” technique of ROI. However, we are concerned that the actual ROI approach taken to justify activities may in fact make things worse. Rather than adopting piecemeal approaches from finance that might justify activities, we believe that marketers need to find a more use set of measurement disciplines.

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