Marketing Performance Management: Tactics to Increase ROI
JULY 12, 2016
The difficulty comes in the ability to accurately forecast and set a budget that’s high enough for your team to reach its goals, but not so high that you achieve less ROI. During the beginning of the year forecast, the marketing team sets its goals and then states how much spend they think it’ll take to get there. For example, cost per lead (CPL), cost per customer (CPC), and revenue. Say CPL, for example, was high on a certain campaign.