Marketing ROI: Art or Science

Here are some of the most common CEO challenges in these turbulent times, aligned with the marketing objectives that can help cater to these challenges:

• Sustained and steady top-line growth: Customer acquisition, cross-sells, awareness, lead generation
• Profit growth: Increase customer lifetime value, increase share of wallet, product mix
• Customer loyalty/retention: Upsell, churn reduction, advocacy, increase share of wallet
• Corporate reputation: Reputation management, branding, thought leadership
• Enhance shareholder value: Stakeholder/shareholder communications.

At this stage, it's important to steer clear of all ''marketing talk'' that works on a daily basis in a marketing department but that C-suite execs may not be aware of. To a CFO, ROMI (return on marketing investment) doesn't mean much.