We continue with our season devoted to a topic on most marketer’s minds: return on investment (ROI). Marketers are facing more pressure than ever to justify their expenditures. Each episode this season focuses on a specific aspect of marketing ROI to help you understand how to address the topic with your management team and maximize your returns.

In this week’s episode, we focus on the topic of “taking the long view.” If marketers are content to be evaluated strictly on short-term campaign and initiative metrics, the pressure on them will continue to grow.

In this episode you will learn:

• Legitimate, powerful longer-term metrics that are great for the business overall and buy more time to evaluate marketing fairly
• How to migrate the discussion in your firm towards a more balanced view of marketing ROI
• Ways to survive experimental “failures” and foster a healthy company attitude towards marketing-led innovation

Here’s some quotes from the team’s dialogue on these topics:

“Marketers who aren’t measuring customer lifetime value are missing an opportunity to get financial types off of their back.”

“Don’t think of failure and success as binary choices. Think like Edison, who discovered 2,000 ways to not invent the light bulb until he succeeded.”

“If you are going to go ugly, go ugly early!”

We hope you enjoy the podcast!