How To Measure 360° Marketing ROI – Part 2: Value of Commercial Effectiveness

In part 2 of my blog post ‘How To Measure 360° Marketing ROI’, I elaborate a bit more on the practice of calculating Total Marketing Income. In part 1, I indicated that marketing cannot and should not measure its success directly based on sales revenue. This is because marketing usually doesn’t sell directly. Sales does. In determining Total Marketing Income, marketing should focus on how successful it has been in maximising the company’s commercial profitability. And marketing has three value drivers at hand to accomplish this: