I read with interest the recent HBR blog article How CMOs Can Get CFOs on Their Side with great interest. The authors contend that “marketing is in the midst of an ROI revolution,” something that I whole-heartedly agree with. The precision with which marketing activities can now be measured is unprecedented, which has several impacts on our businesses.If you’re not measuring it, your competitor is. Marketing analytics platforms allow you to monitor both the effectiveness of your social media activities and your competitors. Do you understand more about your competitor than they do, or is the opposite true? If you are getting out messaged, is it long before you’re getting outsold?