Marketers struggle with organizational structure, what constitutes useful ROI

Some marketers are all too eager to prove ROI, at times only to show supervisors their own value to the company, said Kirk McDonald, former president of digital at Time Inc. at the Direct Marketing Club of New York's May 12 luncheon.

McDonald told the club members during a panel discussion that while showing ROI is useful, some marketers have a “rabid” obsession with doing so.

“In some cases, they want to justify their own jobs, and ROI can do that,” he said.

McDonald, along with Ramsey McGrory, VP of Yahoo North American Marketplaces and leader of the company's Right Media Exchange, also said many companies' organizational structures have yet to catch up with new technologies.

“The organization is lagging behind the technology,” said McGrory.

“Silos still exist. In many cases one person manages the direct marketing budget, another person manages the brand marketing budget, and another person manages sponsorships,” added McDonald.