Marketing executives struggle with improvement to their operations. The CEO and CFO are demanding improved metrics and goal setting, while the economy, competitive and customer actions impact the results from any program. And worse still, marketers are typically not naturally inclined to ‘go by the numbers’. Clearly, just like great strategy, great creative improves marketing’s results, yet they must work in concert with execution for maximum ROI.

According to a recent survey of CMOs (excerpted from McKinsey & Co.), Measuring Marketing Effectiveness is the number two concern after Strengthening the Brand. The pressure is already rising.

The DemandROMI Return on Marketing Investment

Increasingly, smart CMOs are recognizing the need for an ROI-based framework grounded in experiences from the trenches to plan, measure and improve their marketing effectiveness. The ROMI Framework encompasses not only spending and execution under the control of the marketing department but also spending and execution in other departments. It includes the optimization of individual programs, the optimization of the marketing mix as well as its context within the confines of the given strategy and creative backdrop.