Historically, marketers have found it difficult to measure their return on investment. Even so, its importance means that 7 in 10 digital marketers say they are currently measuring ROI. But is that really what they are measuring? A new report [pdf] from LinkedIn Marketing Solutions suggests that marketers may be measuring KPIs but not ROI.
First off, LinkedIn’s survey of 4,000 B2B and B2C marketing professionals across the globe found that marketers are measuring ROI too quickly. More than three-quarters (77%) of respondents say they measure ROI during the first month, with one-quarter (26%) measuring within the first week of the campaign. This seems incongruent considering 55% of those same marketers state they have a sales cycle that is 3 or more months long.
Indeed, B2B sales cycles can typically take an average of 6 months or more. However, only 4% of respondents say they measure ROI at the 6-month timeframe.
Read more here: https://www.marketingcharts.com/business-of-marketing/roi-111283
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