Harvard Business Review

DECEMBER 23, 2013

That’s because marketing has a big opportunity to drive above-market growth and demonstrate its value to the C-suite and the boardroom. In our experience, marketing can increase marketing ROI (MROI) by 15 – 20 percent. That kind of value can turn plenty of heads in the C-suite. Overcoming “short-term-ism”.

Marketing 11

Marketing NPV Short-term Net Present Value 11

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. To date, however, the reality of marketing analytics has fallen short of the promise. CFOs are more interested in capital investment estimates, net present values, and a clear outline of the trade-offs of any investment. The opportunity is enormous.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

JUNE 22, 2015

“It’s one of the more popular ways that managers calculate marketing ROI,” says Avery, pointing out that other common ones include calculating the investment payback period, calculating an internal rate of return, and using net present value analysis. How do you calculate it?

Payback Period 8

Payback Period Fixed Costs Analysis Price 8