One of the most frequent questions I am asked by CEOs and senior business executives is how do I know when I should get a business advisor or have an advisory board? My response is always the same, why do … Continued
The task of tying marketing ROI to business return is not a straightforward concept. A decade ago few were paying attention to the need to connect marketing investments to business performance. But now, The concept of ROI analysis is straightforward. … Continued
I recently was presenting to a group of CMOs on Return On Marketing Investment and a question came up related to why marketing needed to defend their budget with ROI analysis when they had solid analytics showing their programs were … Continued