I’ve been talking this week with Victor Cook as a prologue to next week’s launch of a book discussion on Competing for Customers and Capital, which you can learn about here.
In order to get the discussion rolling, I’d like to post some questions for readers to answer in the comments section. This dialog can’t happen without you, so if you want to see useful content, please jump in and help get us spark it.
Over the past few years, the defining challenge for marketers has been proving performance. It shows up in the buzzwords about ROI, the popularity of dashboards, and the day-to-day demand for accountability. Marketing’s dilemma is that so much of what we do is intangible, and the path to the bottom line is anything but clear. So what I’d like to ask of readers on this thread is to respond to one of the following questions, or both:
1. What programs, activities or events do you believe influence the intangible value–or the perceived value–of your company to investors. This applies whether you’re publicly traded or not.
2. How can you trace the cost or expense associated with those programs, activities or events back into your company’s financials? And do you currently do so?