The Failure of Marketing ROI

This IDC Insight offers analysis and frameworks regarding the measurement of return on investment at midsize and large B2B companies within the context of a long and complex sale. Specifically, it seeks to answer the question: How can companies advance the design and implementation of marketing processes and metrics that will result in reasonably accurate ROI calculations?

The analysis is drawn from IDC's nine-year body of research in auditing the marketing and sales investments and functional processes across the worldwide IT vendor community.