The Need to Improve Marketing Accountability & ROI

Marketing departments are expected to deliver returns on marketing investment (ROMI) and to show measurable outcomes for program investments. Marketing operations need to provide the same accountability and transparency for their investments that the CEO receives from sales, finance, production, information technology.

There are growing pressures on the enterprise that impact its ability to perform. How effective is your organisation in tackling these issues to sustain profitability and growth?

Maximise Marketing Return

• There is demand to deliver more, but often with shrinking investment budgets and existing resources. Are you investing in the right activities to deliver the greatest return and are of strategic importance?
• Do you have the right information to prioritise your marketing investment based on return?
• What is the cost in not having this information - investing in the wrong product will lead to margin erosion, millions of dollars of stock and packaging write offs and zero return from development and marketing investment OR multiple campaigns initiated by different product areas, all competing for the same customer base and diluting overall return on investment.

Mitigate Marketing Risk

• How do you ensure visibility and control with growing business complexity; for example more products, customer segments, channels and supply sources?
• Are the necessary marketing process controls in place to mitigate risk?
• The cost can be great; breakdown of processes increase the risk of costly corrective advertising, reproduction of materials and loss of reputation.

Improve Marketing Efficiency & Effectiveness

• How effective and efficient are your information workers with the growing volume of activities, information and demand on reporting?
• Is there room to improve marketing effectiveness and speed to market? Are your marketers taking short cuts and diluting the effectiveness of end marketing outcomes.
• Without the necessary marketing support tools in place your marketers are probably spending more time being administrators rather than marketers. Are they producing manual reports, working with multiple spreadsheets, versions of documents and reliant on manual sign off?
• It is estimated that time wasting tasks by an average information worker costs an organisation an estimated $50,000 USD p.a.¹ How much wastage is in your marketing department?

In order to create the visibility required, marketing needs to unlock the data captured from disparate, unshared and loosely coordinated spreadsheets and ring binders and organise, coordinate, control and provide clear analysis utilising a Marketing Management "toolset"

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¹ is an estimate and is calculated based on a findings published in a white paper; "The Hidden Costs of an Information Worker" in 2005 by IDC and salary and benefits package of $100,000 USA p.a.

Maximising
Marketing ROI

• The need to maximise marketing ROI
• How to improve marketing ROI?
• Sarbanes-Oxley, impact on Marketing
• Back to Home