Start with Why: Align Programs with the Business

However beautiful the strategy, you should occasionally look at the results.


Two management consultants gave a joint presentation at a marketing conference in Chicago. The topic was the application of the ROI Methodology in marketing. The audience consisted of marketing managers, scholars, and students. After briefly reviewing the theoretical foundation of the ROI Methodology, the consultants discussed the changing measurement system of marketing programs and highlighted the 12-step approach of ROI in marketing. They also discussed the challenges marketing professionals ...

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