I’ve heard my brother Jeffrey explain the difference between ROI [define] and marketing accountability hundreds of times, but I realized we’ve never shared it in a public forum.
A recent exchange he had with Brian Carroll on his B2B Lead Generation Blog offers the opportunity.
CEOs continue to demand better ROI measurement and accountability from marketers.
As a result there’s been a surge of interest in software and tools to manage the process of lead management, lead nurturing and lead generation with a greater emphasis on measurability.
In 2005, I wrote a post predicting that lead generation dashboards would become a hot topic, and according to the CMO Council’s 2007 Outlook Report the time for marketing performance dashboards is now.
He continues the post by explaining how many marketers, CEO’s, and companies don’t receive maximum value (read: ROI) from these tools:
I think that most sales and marketing professionals recognize that software will not spontaneously generate results, but the allure of easy execution and fast results are difficult to resist. It’s also easy to forget that these systems require a great deal of hands-on input and maintenance to be fully appreciated.
Jeffrey takes it further by posting this comment (emphasis mine):
Measuring the ROI of lead generation isn’t the same thing as full accountability. If marketing is a profitable activity, it still doesn’t mean that what it is communicating to the universe of buyers is building the business. I’ve seen lots of marketers sacrifice early and middle stage buyers because they had to show an immediate ROI on each campaign they ran. Who is accountable for all the potential business they lose by saying the wrong thing to the right people at the wrong time?
Continue reading my column on ClickZ…