Blog: marketing sales interaction

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The best thought-out Marketing ROI can still leave you empty handed

Jun 29 2009

I was talking to a senior client last week who heads up Global Customer Intelligence for  Fortune 50 company whose sales come mostly from other businesses, although they do have a substantial consumer business as well.    We were discussing the challenge of proving the Return on Marketing Investment (ROMI), particularly in this challenging environment.     He said he had gone to his CEO with a well planned business case for a revamp of their website, which does a fair amount of ecommerce but is also a showcase for their capabilities.  The CEO listened patiently to the pitch, bought into the ROI estimate but then said "Just one of our sales people can get me more revenues than this by working a little harder at one or two of our major accounts.  Why should I bother investing money in the web site when I can get a lot more bang for my buck elsewhere?" 

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