Financial Executives International

Nuts & Bolts: Get Eye-to-Eye on ROI
April 1, 2007

The results of two surveys on marketing measurement indicate a schism over how well companies are doing with marketing measurement. In a joint survey of 150 members of Financial Executives International, only 7 percent of senior-level financial executives stated they were convinced of their company’s ability to measure ROI on marketing efforts. Conducted in November 2006 by Marketing Management Analytics (MMA), the study also found that only one in 10 executives was confident of his marketing department’s ability to forecast the impact of its efforts on sales. But that’s not how the marketing side sees things. MMA conducted a similar survey in April 2006, working