The Real Return

For years the Marketing , branding and communications teams have been asked the ROMI - return on marketing investment . While some agencies maintained a defensive state on how return could be attributed to variables which led to sales/ revenue hike , others developed their own models with own measures of success The organisation/ client may be looking at very specific measures , yet the agency tries to relate their measures with the clients' .The question remains , what's the value add ? Many a times the answer lies with your Salesforce . If the marketing / branding/ communication partners were able to keep the adrenaline flowing for the internal stakeholders withholding the market pressure , there's a little chance you could have survived without these groups. Maybe that's why they prefer being called "Business Partners " they are in true sense