Harvard Business Review

JULY 25, 2017

Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Marketing ROI is exactly what it sounds like: a way of measuring the return on investment from the amount a company spends on marketing. Marketing ROI is a straightforward return-on-investment calculation.

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. ’” To reverse this perception and to get greater bang for marketing’s buck, we believe that CMOs must become true collaborators with CFOs and adopt a marketing ROI approach that’s driven by analytics. The opportunity is enormous.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

OCTOBER 26, 2011

It's difficult to get senior executives who have been successful managing a particular way to realize that they need to change their approach. As finance shifts its focus from controlling costs to advising managers on improvement activities, CFOs must change their thinking and behaviors. Getting the CFO on board is key.

Finance 11

Finance CFO Budgeting Operations 11

Harvard Business Review

SEPTEMBER 28, 2012

Google may not have a hedge fund, but it's unlikely that high IQ hedge funds aren't using Google's data to better manage their own situational awareness and risk. The same investment logic holds for Apple's innovation ecosystem; the flow and fortune of its third-party apps development alone would yield valuable insight. More >>.

Hedge 15

Hedge Core Competence CFO ROI 15

Harvard Business Review

SEPTEMBER 9, 2014

“We’ve spent an awful lot of money on technology, but I still see people working in the old way,” complained the CFO of a large hospitality company. Budget for the communication, training and organizational development required to succeed. Engage your HR and Organizational Development people early. Why does this happen?

Technology 8

Technology Metrics Budgeting CIO 8

Harvard Business Review

JANUARY 28, 2015

As Jo Coombs, Managing Director at OgilvyOne, London, observes, “I don’t think it can just be one or the other. Here are our recommendations for how CMOs and COOs can develop a more collaborative working relationship: 1. Develop a shared vocabulary and shared metrics. See the customer journey all the way through.

COO 8

COO Planning Metrics Call Center 8