HomeResearch Articles Evaluating Marketing Investment Profitability, Return and Risk

Evaluating Marketing Investment Profitability, Return and Risk

  • CMOs must reposition marketing as a strategic investment center whose contributions to profitability are recognized
  • Financial modeling of marketing investments eases cross-functional communications and increases the probability of budget approvals
  • Estimating fixed and variable costs, revenue and profits enables campaigns and other revenue-producing initiatives to be prioritized
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