Marketing ROI: Art or Science

Famed author and management consultant Peter Drucker once said: ''Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business." However, traditionally in many companies, marketing has been categorized as a cost or — at best — an investment. More than ever, chief marketing officers (CMOs) are under pressure to show the direct contribution of their departments to companies’ financial results, all while their budgets are being slashed.