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September 12, 2007

Comments

KDPaine

That's why small companies get to be big companies and big companies get to be elephants.

Cece Salomon-Lee

Very interesting study. Another point of particular note is - "Only 55 percent of respondents said their marketing ROI goals were closely aligned with their company's overall corporate goals..."

As a small company with a limited marketing budget, we definitely track our ROI back to our corporate goals. Every activity we do, from conferences/tradeshows, advertising, email campaigns, webcasts, and to a degree PR, is mapped back to our corporate goals. Because we start with our corporate goals first, we can pinpoint which metrics we want to or need to track.

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