Beyond ROI: Rethinking Marketing's Most Important Returns
By
May 31 Written By Tracy Borreson
Summary
This article challenges the marketing industry's singular focus on ROI (Return on Investment) as the primary metric for measuring success. The author, Tracy, argues that while ROI dominates budget meetings and campaign reporting, it has significant limitations. She proposes two alternative "returns" that could tell a more meaningful story about marketing's true impact, though the article cuts off before fully detailing them. The piece critiques how ROI is often used to justify marketing to those who don't understand it, and suggests marketers should look beyond this narrow metric.
Source
bskyBeyond ROI: Rethinking Marketing's Most Important Returnstlbcoaching.comKey quotes
· 4 pulledSure. It's the metric every marketer is asked about, defends in budget meetings, and squeezes out of campaigns and events.
And it's the number we tend to report to people who don't quite know what marketing does.
But what if there are some other returns that could tell a more meaningful story?
I think there are two other ones that do a better job, but before we get there, let's understand the limitations of ROI.
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