Real Estate Relativity

This research paper by Deloitte is an excellent summary of important considerations firms should make when re-valuing their marketing team’s contributions. The gist of the article is that it’s incumbent upon firms to set up a marketing measurement scorecard that accounts for the systemic impact marketing expenditures have on the bottom line.

The paper argues that the measurement system needs to go beyond typical CRM-system level reporting (i.e., moving beyond just measuring ROI as the primary indicator of marketing performance) and align with overall company strategy, account for competitive influences on a product or service’s marketplace success or failure, eliminate silos between separate business units, and measure across product development and roll-out lifecycles.