Wed, May 2, 2018 — The old John Wanamaker quote from 100 years ago still rings true today for many CEOs: “Half the money I spend on advertising is wasted; the trouble is, I don’t which half.” While we have made amazing advancements in marketing, in some circles, accountability is not among them. Are you happy with the financial documentation being provided to you on marketing effort ROI? If the answer is “no,” you share a common pain point that many CEOs we work with share with us when we first sit down with them. The good news? This is a pain point that can be addressed in a relatively quick manner -- in many instances, within 90 days. If you haven’t been given one before, a “marketing-return-on investment-roadmap” is a great way to visually gauge what you’d like to see changed within your marketing structure.