Harvard Business Review

NOVEMBER 25, 2013

To date, however, the reality of marketing analytics has fallen short of the promise. Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent).

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

JULY 25, 2017

And if you end up with a negative ROI, the project is harder to justify on financial terms. “But sometimes, the incremental financial value attributable to marketing derives from its ability to increase customer loyalty and reduce customer churn. What Are the Challenges of Calculating MROI?

ROI 8

ROI Marketing Marketing Mix Cost of Capital 8

Harvard Business Review

JANUARY 12, 2015

It’s easy to understand why loyalty is another important trait for CEOs. They must plan for the long-term while minding the short-term, grow the top line yet ensure the bottom line stays healthy, and minimize risks while making risky bets. As one CEO put it: “Too much exposure to the board leads to radiation!”

How To 8

How To CEO P&L Uncertainty 8

Harvard Business Review

AUGUST 31, 2015

A seasoned CFO with a sharp mind and an abrasive style, Arthur had lost his job over a disagreement with his company’s new CEO. This loosening of long-term bonds has brought more uncertainty to all workers, and more freedom to a fortunate few. When I met him, long ago, he was picking himself up after a tough year.

Long-term 8

Long-term Loyalty Uncertainty Banking 8

Harvard Business Review

SEPTEMBER 21, 2015

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. In her short time at Ervaring, she’d come to rely on him for help with investment decisions.

Case Study 8

Case Study Travel Hotels NPV 8