The problem with your ROI obsession

12/5/2012 | B2C Marketing Insider

It is now possible to measure the ROI of many sales and marketing activities, but some initiatives that can't be easily linked to revenue still provide considerable value, writes Nick Petri. "Early-pipeline sales and marketing activities should be evaluated critically, but if they're fulfilling a business need, they shouldn't be held to an impossible standard of revenue attribution," he writes.

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