Marketing strategies got to be focused on more than the number of leads required to make a sale. Marketers have to test the customer loyalty to avoid a flight risk in regards to the marketing budget. The CMO takes funds that should be attributed to the IT department and allocate it to advertising without testing the flight risk of the return on investment from the budget expenditure. Marketing budget models should not only increase credibility in the boardroom but expand the value vocabulary of the marketing strategy, as well.

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Cash, Lies and ROI, Redux: 3 Signs Your Marketing Budget Is A Flight Risk – Fast Company