Marketing Performance

Marketing Performance: How Marketers Drive Profitable Growth

Drive marketing ROI with an investor’s mindset and a proven toolkit

July 2016 | Thomas Bauer, Tjark Freundt, Jonathan Gordon, Jesko Perrey, Dennis Spillecke

Top marketers today don't shy away from financial accountability. In fact, they actively hold themselves and their organizations to account for the return on marketing investments because they believe marketing makes a big difference in building the business. That commitment plays out in many ways, from  more effective campaigns to more satisfied customers; from more profitable promotions, to higher returns to shareholders.

We wrote this  book to address the most pressing marketing performance questions for CMOs who have an investor's mindset.

This isn't a work of theory. It’s a hands-on guide to better marketing, neatly packaged into ten concise chapters.

  • Increase sales with smarter fund allocation
  • Reduce marketing costs without sacrificing effectiveness
  • Strengthen the role of marketing with quantified ROI
  • Build capabilities for sustainable performance improvements

Marketing Performance delivers expert insight, a wealth of proven success factors, and real-life case studies that will help you drive marketing performance and grow your business.

Order the book on Amazon, Barnes & Noble, or Wiley.


Table of contents

Introduction: Smart Money

How much should I spend?
  • Budget sizing: Combine multiple lenses to right-size your marketing budget
  • Allocation: Crack open the average to find and fund hidden growth opportunities
How should I shape my messages?
  • Insights: Discover what really matters to consumers to sharpen your proposition
  • Storytelling: Take a publisher’s mindset and tell stories that cut through the clutter
How will I reach my target group?
  • One currency: Compare apples to apples as you make trade-offs between instruments
  • Science: Apply advanced analytics to drive fact-based mix optimization
How do I ensure excellence in execution?
  • Smart activation: Fine-tune key instruments and trim the fat to drive marginal benefit
  • Vendors: Build performance partnerships with marketing service providers
How can I drive change?
  • IT solutions: Use IT-enabled MROI solutions to transform your company