CMOs, Start Thinking Like Investment Managers†

Talk Like Them, Too: Marketers Must Explain How Their Strategy Decisions Drive Shareholder Value

Advertising Age, October 19, 2007 — They say the first stage of starting a revolution is to begin with the language. OK, here's an attempt: What if marketers started to change the marketing lexicon? For example, instead of referring to the marketing budget, what if they were to call it a loan? One that needs to be paid back, with interest? And that ROI should be recast as a profit or loss? And advertising and marketing channels should be viewed as alternative investment funds designed to maximize marketing profits?