More Than Half Don’t Use ROI Metrics to Plan Budgets; 28% Rely on Gut Instinct

This article, which published at CMO.com on 3/16/2012, points to how few marketers leverage ROI metrics. It directly points to the need to bring in outside experts in B2B demand generation like Find New Customers.

According to a study of 243 CMOs and top marketing execs, almost 6 out of 10 don’t establish budgets according to ROI measures. “Sixty-eight percent of respondents said they base their budget decisions on historical spending levels, while 28% said they go with gut instinct. And 7% said most of or all their spending decisions aren’t based on any metrics at all.”

The study was conducted in January and February by the Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association, and results were presented at the Brands Innovation Technology conference in New York on March 5.

To read the rest of the article, please visit Study Find Marketers Don’t Practice the ROI They Preach.

“We at Find New Customers believe the inability of marketers to use ROI points to the need to bring in outside help with B2B demand generation. Since we’ve interviewed metrics experts like the Lenskold Group for Mad Marketing TV, we have not only the knowledge, but a world-class network to draw upon.”