Peter DeLegge’s article on MarketingToday.com has a great headline, "Senior Execs Say Marketing Budgets Will Rise 20%, Jump 27% for Companies that Measure Effectiveness."
I liked this article because touches on two points that I’ve been writing and speaking about for some time.
- ROI measurement is the CEO’s top mandate for marketing
- Marketers who measure their performance are rewarded with bigger budgets and win more respect.
Lead generation is very tangible way to demonstrate the value of marketing but it is by no means the only way.
Ultimately, marketers are in the driver’s seat and need to take responsibility to prove their value by showing that marketing is not only an art but also it is a science.
DeLegge’s interview with Carl Howe comes to the same conclusion, “As more companies begin to see marketing as a quantitative business tool as opposed to a black art,” observed Howe, “ attitudes towards marketing will improve and marketing spending will increase.”