Global CMO™ Oct 2013

Page 18


PANEL Marion Gamel

VP Marketing EMEA, Eventbrite

Twitter: @marion_gamel Totally! As a marketer, I don’t consider running a campaign as an achievement; only the results brought in by this campaign. Tracking is key to showing ROI and the digital age gives us the ability to track everything relatively quickly and cheaply. ROI is what turns marketing from a spender into a revenuegenerating department, therefore a department that deserves its seat at the board. Focusing on ROI means it’s important to agree with other functions of the business (Sales, finance...) what a desirable ROI is and the consumer lifetime value we are aiming for and what cost per acquisition is acceptable.

Alan See

Chief Marketing Officer, DocuStar

Twitter: @alansee Certainly there are case studies that document marketingreturn-on-investment (MROI) as well as articles covering the short tenure of marketing leaders who do not quickly deliver measurable results. And now, many advertising and marketing companies tout performance-based business models. In other words, their clients only pay when customers take action. Pay-for-Call, Cost-per-Action, Pay-per-Sale, Revenue-Sharing, Profit-Sharing; make no mistake, those performance-based business models still contain elements of risk for both the agency and their clients. Where am I headed with this? Well, to quote Peter Drucker, “Marketing is not a function, it is the whole business seen from the customer’s point of view.” That means I set the MROI on a higher ground than just individual campaign results.

18 | October 2013

Global CMO™ The Magazine

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