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Measuring Marketing: A Complete Breakdown

Stacking Growth | The B2B Marketing Podcast

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Understanding ROI in Marketing

This chapter emphasizes the necessity of accurately measuring return on investment (ROI) in marketing by distinguishing between revenue-based and margin-based evaluations. It unpacks the significance of contribution margin in understanding profitability while addressing challenges in attributing revenue to marketing efforts, particularly in B2B environments. Through examples, the discussion reveals the complexities of accurate financial assessments and the crucial role effective cost management plays in achieving business success.

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