Return on Marketing Divestment: When Is It Time to Let Go?

Return on Marketing Divestment: When Is It Time to Let Go?: Marketers today need to prove ROI. But, too many focus only on the “return,” without paying close enough attention to where these returns originated, the “investment.” That’s unfortunate, because murky marketing spend is no longer acceptable –and even worse, it’s now a recipe for disaster. These days, a sound strategy is essential. Marketers must use technology and analytics to consistently track performance,  identify the most profitable channels and optimize the marketing mix to drive revenue.