Is Your Marketing Investment Working for You?

Posted: May 15, 2023

Every marketing plan must have eyes on the long game.  The Forbes article below suggests taking a step back from your content creation and assessing if it is the right strategy for your business. Lauren Weinberg, Chief Marketing Officer of Square, outlines the tactics to quantify a successful strategy.

A Strategy For Determining And Influencing Marketing Investment

For CMOs specifically and marketers generally, determining where, when, and how to make marketing investments remains both art and science, even in our increasingly data-driven world. As marketers, we shouldn’t expect to get everything right since we’re always adapting and evolving based on constantly changing industry and socio/macroeconomic factors. Still, while it should go without saying, but doesn’t, marketers need to be able to tie their investments to driving business results. Not all investments need to be tied to short term outcomes, but all investments do need to tie back to some business outcome. In other words, for every marketing strategy and tactic, if you can’t clearly articulate what success means and how it effectively will be determined, don’t make the investment. Read "A Strategy For Determining And Influencing Marketing Investment."