The recent economic crises have forced businesses to change the way they operate. Most Corporate Boards, CEOs and CFOs now believe that the only way to effectively manage a business is through intensive financial management and scrutiny. They expect their executives to provide more financial justification for the budgets they seek and demonstrate return on investment on their spending.



In the last decade since dot com burst, the businesses in general have accomplished significant costs reduction through productivity enhancement and operational improvement particularly in the areas of manufacturing, supply chain and other support functions. Marketing as a function, however escaped this pressure on the belief that cutting marketing costs can be too risky for the future of the companies.



The intensity of the economic crises creating pressure on businesses to do more with less, however, has left no option for the marketing executives but to quantify the expected results of their marketing budgets and establish necessary marketing metrics to ensure adequate return on their marketing spending.



“25 Essential Marketing Metrics to link Marketing Performance with Financial Goals”, an eBook written by Saleem Sufi, an ex CFO from the top Fortune 500 and Private Equity Companies, describes in detail the framework and the approach required by Marketing Executives to install a system of measuring marketing metrics. The book spread over 70 pages explains in detail the 25 marketing metrics essential for measuring the marketing performance with description of formula for each metric, possible sources of data and how to use the results provide by these metrics.



Though many companies have already started measuring various marketing metrics, the results are without much benefit as the top executives still cannot understand the impact of the marketing performance on the financial bottom line. In this eBook, the author has provided a logical approach to measure the financial impact through a cause and effect relationship from various long term and short term marketing activities using the Balanced Scorecard approach. This approach not only helps to measure the financial impact of short term demand generation marketing activities but also systematically creates the linkage between shareholders’ value creation and investment in brands and customer loyalty programs.