http://www.mpdailyfix.com/whats-marketing-responsible-for/?utm_source=rss&utm_medium=rss&utm_campaign=whats-marketing-responsible-for Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/whats-marketing-responsible-for/comment-page-1/#comment-22977 Roy Young Thu, 05 Oct 2006 14:31:29 +0000 http://www.mpdailyfix.com/whats-marketing-responsible-for/#comment-22977 While I agree with Paul that marketing information systems and data are major challenges for marketing, I am skeptical that efforts to show ROMI will turn the "revolving door" into a permanent seat in the executive suite. Measures of ROMI are strictly focused on marketing spend, i.e., promotion. What happened to the other 3 Ps -- product, price and place (distribution). These are the core elements of business strategy, and marketing is no longer respnsible for these efforts. In Marketing Champions, my co-authors and I point the way to take back the full role of marketing in our organizations. While I agree with Paul that marketing information systems and data are major challenges for marketing, I am skeptical that efforts to show ROMI will turn the “revolving door” into a permanent seat in the executive suite.
Measures of ROMI are strictly focused on marketing spend, i.e., promotion. What happened to the other 3 Ps — product, price and place (distribution). These are the core elements of business strategy, and marketing is no longer respnsible for these efforts.
In Marketing Champions, my co-authors and I point the way to take back the full role of marketing in our organizations.

]]> http://www.mpdailyfix.com/whats-marketing-responsible-for/comment-page-1/#comment-22976 Paul Barsch Wed, 04 Oct 2006 16:45:04 +0000 http://www.mpdailyfix.com/whats-marketing-responsible-for/#comment-22976 I don't think there's ever been an lack of interest of marketers to track ROMI, CLV and customer profitability. The key is having a data infrastructure and appropriate analytical capabilities to track, measure and manage these metrics. I've worked in three Fortune 500 companies and of the three, only one had the appropriate data infrastructure and marketing automation capabilities to show and prove ROMI. If Fortune 500 companies are struggling with measuring and tracking ROMI, it's fair to say that many other companies are behind the 8 ball as well. I don’t think there’s ever been an lack of interest of marketers to track ROMI, CLV and customer profitability. The key is having a data infrastructure and appropriate analytical capabilities to track, measure and manage these metrics.
I’ve worked in three Fortune 500 companies and of the three, only one had the appropriate data infrastructure and marketing automation capabilities to show and prove ROMI. If Fortune 500 companies are struggling with measuring and tracking ROMI, it’s fair to say that many other companies are behind the 8 ball as well.

]]> http://www.mpdailyfix.com/whats-marketing-responsible-for/comment-page-1/#comment-22975 Lewis Green Tue, 03 Oct 2006 15:51:30 +0000 http://www.mpdailyfix.com/whats-marketing-responsible-for/#comment-22975 I think that I have heard more complaints in the C-Suite about the lousy job marketers do regarding Lead Generation than any of its other tasks. All too often, sales receives long lists of leads that are useless. The names on the lists are simply passed along without pre-qualification. How many bad lists before Sales stops trusting Marketing. One, if they are rookies, and none if they have experienced such in the past. Marketing and Sales are the most important departments in a business. Without them, there is no business. Can't we all just get along and work productively together? I think that I have heard more complaints in the C-Suite about the lousy job marketers do regarding Lead Generation than any of its other tasks. All too often, sales receives long lists of leads that are useless. The names on the lists are simply passed along without pre-qualification. How many bad lists before Sales stops trusting Marketing. One, if they are rookies, and none if they have experienced such in the past.
Marketing and Sales are the most important departments in a business. Without them, there is no business. Can’t we all just get along and work productively together?

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