The ROMI Framework is a customer-centric framework for tying together key aspects of strategy, creative and marketing execution impacting marketing ROI within the context of the entire market including competition and other exogenous influences. Participants in any market have control of their strategy and creative, but on a day-to-day basis it is execution that drives superior results. Execution is driven by many factors including marketing infrastructure, programs budget, mix and individual program execution and optimization.

Marketing Infrastructure

Improving the business of marketing in terms of efficiency and cycle times can have enormous impact on marketing results. With streamlined marketing processes, improved and timely communications, marketing departments can become more efficient. With this improved efficiency, the company becomes more competitive and sales growth is accelerated.

Marketing Programs Spending

Spending on programs can occur throughout the organization, many times even hidden from the marketing organization. Typical marketing costs include advertising, direct mail and web, but sales, PR and channel promotions must also be included in the marketing mix. Typical tools to optimize the level of marketing execution include marketing mix modeling and agent-based modeling.

Marketing Program Execution and Optimization

Once the optimal mix has been determined, it is up to the various marketing professionals to optimize each type of marketing program. For email marketing, it has to do with list, subject line, call-to-action, spam filters, bounce-backs and much more. With sales it has to do with training, commission structure and support materials. Each marketing program can be optimized to improve returns and generate more revenue for less money at lower risk.