Correspondence: Guy R. Powell, DemandROMI — Prove and Improve your Marketing Performance(TM), 3355 Lenox Road, STE 750, Atlanta, GA 30326, USA. Tel: +1 770 833 9735 (c), +1 404 816 4344 (o); Fax: 404 504 7058; E-mail: gpowell@demandROMI.com; Web: www.DemandROMI.com; Blog: www.MarketingTactegy.com

¹has over 20 years experience in senior level sales and marketing in the US and worldwide, both on the client and consulting sides. Through his DemandROMI consulting and training practice, he has trained senior marketers throughout the world representing over $1tn in revenue, many of which lead to follow-on consulting engagements. His strategic marketing consulting career began as management consultant with ATKearney on a wide range of projects, for both mid-tier and Global 100 companies, providing strategic assessments and re-alignments and business turn-arounds. Prior to founding DemandROMI (www.demandROMI.com), he served as VP of Sales & Marketing for a number of companies delivering growth through innovative product, marketing and selling concepts. Direct industry experience includes consumer package goods, digital electronics, high tech, brewery, frozen food, automotive, cable and wire, consumer durables, media and entertainment and many others. He is the author of Return on Marketing Investment: Demand More from your Marketing and Sales Investments, outlining a common language and pragmatic approach for business-to-business marketing, executive management and sales to communicate and collaborate on marketing programmes directly supporting business and revenue goals. More information on this book can be found at www.returnonmarketing.net. Guy has an upcoming book that will help propel marketers to the next level of effectiveness. Sign up at www.DemandROMI.com/EvenMoreROMI.html.

Abstract

Marketers are at a crossroads. They can continue operating the way they have in the past or they can being to look at systematizing their infrastructure through mature technologies, such as Digital Asset Management (DAM) and Marketing Operations Management (MOM). They can continue to suffer short tenures or they can work to develop long-term value for their companies and their careers. It is now time to get the CEO and CFO on your side to implement systems that can improve marketing effectiveness, provide a strategic advantage and increase the value of the brand. This paper provides a framework with which to evaluate the potential ROI of a DAM/MOM system which can then be used as justification with the CEO and CFO. It stresses the language necessary for marketers to succeed in gaining approval. And it provides a few examples of how marketers can frame their arguments in terms the CEO and CFO can relate to.