Leading Issue Provides Insight on Improving the ROI of Marketing to Existing Customers
Manasquan, NJ (PRWEB) May 21, 2010 -- Lenskold Group, a leading authority on marketing ROI and innovative provider of financial-based, high quality marketing measurements and ROI processes designed to improve marketing performance and profitability, announced the debut of the CMO Guide, a series of executive level white papers that will be released throughout the year.
The marketing profitability management series under the ongoing CMO Guide will address gaps in current practices where marketing organizations struggle to assess and manage the financial contribution of their marketing. There is a significant opportunity for marketers to improve strategic and tactical decisions with better insight that comes from reliable and practical marketing ROI processes.
Lenskold Group released today the first white paper in the series, the CMO Guide to Maximizing Customer Marketing Performance and Profitability. The white paper, sponsored by Citrix® Online’s GoToWebinar®, outlines how current customer marketing has advantages over acquisition marketing. Specific techniques are presented for improving intelligence, analytics, measurements, and ROI analysis that improve the targeting and timing of marketing in ways that are not possible with acquisition marketing. These techniques show the benefits of generating better intelligence from educational marketing and leveraging customer relationships.
“Our first white paper in this series will help CMOs and marketing professionals better understand the untapped profit potential for growing current customers,” said Jim Lenskold, President of Lenskold Group. “We provide solutions to address the complexity of measuring current customer marketing and correct common mistakes that lead to false conclusions. The white paper is intended for CMOs ready to bring their organization to a higher level of performance.”
Lenskold Group has a proven track record of innovating marketing ROI practices to manage complex business models and address diverse challenges that companies face. From the award-winning book Marketing ROI, The Path to Campaign, Customer and Corporate Profitability to the ongoing articles, Webinars, annual research studies, and global speaking engagements, the company continues to contribute its thought leadership to advance the capabilities of the marketing community.
Dawn Lego, Senior Consultant at Lenskold Group, explained, “There is a demand for quality content that marketing organizations can put into action to overcome the challenges of marketing measurements and ROI. The pressure is on for marketing to demonstrate accountability and contribute to the overall financial health of their organization. We wanted to introduce a series of white papers that dig in deeper and help drive smarter marketing decisions.” Lego added, “What started as a vision to provide marketers with new insights on a specific topic has become a library worthy guide for long-term reference.”
Lenskold Group collaborates with sponsors to provide wide distribution of the papers, identify case study candidates, and develop high quality topics relevant to the business-oriented marketing professional.
“We are thrilled to have Citrix Online as a sponsor, given their strength in helping marketing organizations educate and build profitable relationships with their customers,” Lego commented. “The educational focus is fitting to our objectives to provide valuable content, which we can deliver through Webinars in addition to the white paper.”
To access the first in the new series of white papers visit the Lenskold Group web site to download the CMO Guide to Maximizing Customer Marketing Performance and Profitability at http://www.lenskold.com/content/papers.html
For more information on Lenskold Group services and tools visit http://www.lenskold.com
About Lenskold Group
Lenskold Group offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations. The company has delivered high-quality consulting and marketing services to generate profitable growth for a broad range of client companies since 1997. The senior management team of accomplished professionals provides cohesive and comprehensive solutions in the area of marketing ROI processes, measurements and analytics. Company President and Founder, Jim Lenskold, is author of the award-winning book, Marketing ROI, The Path to Campaign, Customer and Corporate Profitability. To learn more about Lenskold Group and its innovative services, visit the Lenskold Group website at www.lenskold.com.
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