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Evaluating Sales Channels: Getting ROI For Your Marketing Communications

By Jim Schakenbach

From a marketing communications perspective, conventional wisdom used to be “throw some money at advertising and marketing to create awareness and sales will follow.” Marketers were more interested in building awareness and brand recognition. There was no linkage between sales and marketing. Lots of assumptions were made and there was little accountability.

Much has changed within the past few years. Now sales and marketing are inextricably linked and it’s all about return on investment (ROI). Marketing budgets are now scrutinized to squeeze the most value out of media plans and PR activities.

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