Michael Morrison

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As a strategic partner in the development of business strategy, branding, new products, client loyalty, and improved customer experience, Michael works at the enterprise and business unit level to build authentic, compelling brands and drive revenue growth. As a former company president with a history of P&L ownership, he brings a holistic approach to collaborating with sales, legal and compliance, and key stakeholders to deliver solutions that meet the needs of a diverse clientele and their unique audiences. In addition, Michael’s inside-out branding work has been recognized for its impact on employee engagement and operating performance.
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Recent Posts

Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI

Outsider Insights | You Can't Measure AI ROI If You Can't Measure Marketing ROI

Tue, Apr 28, 2026 | Posted by Dawn Werry

Executive Takeaways

  • Most mid-market companies lack the measurement foundation to evaluate AI — or any marketing investment.
  • Hours saved, speed to market, and revenue realized are the three key AI ROI markers — baseline required.
  • AI amplifies what's working. If measurement is broken, AI won't fix it.
  • Real results start with a defined problem and a way to measure it — not the tool.

Outsider Insights

Across Chief Outsiders, we talk to hundreds of CEOs every month. In this series, we explore the trends and challenges we’re hearing from these discussions – and what you can do if you’re facing the same issues in your business.

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