ROI Based Sales and Marketing

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ROI Based Sales and Marketing

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Research Abstract

Return on investment (ROI) based sales and marketing is a hot topic in services marketing today. Too often, service providers are treating marketing as an expense rather than an investment. As a result, these companies are achieving their revenue goals, but when they calculate their marketing and sales expenses, they may be falling short of their profit targets.
Companies want to stop spending money on possibly inefficient and costly marketing programs. Instead, companies want to invest their money in results-oriented marketing activities that make good business sense. So how does a company move to an ROI sales and marketing model? What is it? How does it work? How do people move from a budget-based “use it or lose it” mentality to a results-oriented “investment” mentality? What are the roles of marketing and the roles of sales? How do marketing and sales work together to ensure a focus on the bottom line?