Making the Case for Slowing Your ROI Measurement

The ROI equation when you buy a candy bar is quite simple: return on your investment comes from the joy and contentment you feel upon unwrapping the candy and consuming its delicious, chocolatey goodness. But what if you try to measure the ROI of your purchase as you walk out of the store, while the bar is still sitting in your bag untouched? At that point, there’s no way to determine whether your money was well spent. You haven’t yet had the opportunity to enjoy it. This is the trap that many B2B marketers are falling into. Measurement strategies haven’t adapted to an increasingly […]

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