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.


Meet the authors

Jonathan Gordon

Partner, New York

Jesko Perrey

Senior Partner, Düsseldorf

Dennis Spillecke

Senior Partner, Cologne

Table of contents

Introduction: Smart Money

How much should I invest?

  • Budget sizing: Combine multiple lenses to right-size your marketing budget 
  • Allocation: Put your money where your strategy is

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: Trim the fat off key instruments to drive incremental benefit
  • Partners: Build performance partnerships with marketing service providers

How can I drive change and sustain impact?

  • IT solutions: Use marketing ROI decision support solutions to transform your company
  • Agility: Infuse your organization with a return on investment mindset