Focusing on measurable ROI - return on investment

Do you think marketing is a subjective discipline?

Many business executives have been told that expecting solid ROI analysis of their marketing efforts is unreasonable or even impossible; that marketing projects are difficult to measure. An astonishing number of companies measure the results of their marketing programs solely by whether there is more money on the bottom line today than there used to be. It doesn't have to be that way.

So what's the magic bullet?

Most companies today are facing challenging market conditions. The economy is front page news on every paper, numerous online articles, news radio programs and lots of private conversations during the course of an average day. Much of the turmoil in our markets revolves around changing attitudes about quality, cost... and, increasingly, about value.

Creating successful marketing efforts for any business requires an ability to communicate a unique value proposition that differentiates your products and services from the competition. Once the province of consumer goods and services industries, communicating a value proposition - and doing so in a way that resonates with other firms as well as customers - is the mission of all successful business marketing.