Marketing Morphing From Expense to Revenue; Measured on ROI

FINALLY!! According to “The Economist,” marketing will increasingly be seen as more of a source of revenue. The proportion of companies where marketing is viewed as a cost center will dwindle and the number where it is seen as a driver of revenue will grow. In three to five years, approximately four of five companies will classify the marketing function as a revenue driver. Keys to success are integrating digital marketing, better metrics, especially around customer engagement. Budget meetings are looking better!

http://futureofmarketing.eiu.com/briefing/EIU_MARKETO_Marketer_WEB.pdf