CHAPTER 5Best Practices

Budgeting and Projecting Marketing ROI

IN TRADITIONAL BUSINESS FINANCE, it’s not uncommon for a company to specify the ROI performance it expects for all new products, as well for product lines, geographic territories, and often, for each and every segment of the enterprise. In this view, all product lines are responsible for a rational return in exchange for the company’s investment in them. Even more so, each department—and that includes support, marketing, public relations, and the executive suite—are called upon to recognize the dollar figure of the company’s investment in them, and pursue the strategies to improve their own ROI.

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