Marketers and executive teams are becoming increasingly focused on the all-important campaign ROI number. The problem with this of course is that in our multi-touch marketing world there is rarely just one campaign responsible for generating an entire opportunity. We’ve gotten so caught up in the idea that ROI is attached to one program it might actually be driving us to make the wrong investment decisions. This is only exacerbated by the fact that in salesforce.com the last campaign associated with a lead or contact prior to opportunity creation always gets the ROI credit. ...
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