Direct Line Blog

Marketers struggle with organizational structure, what constitutes useful ROI

Share this article:

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.

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Social Is a Key Part of 24 Hour Fitness' Lead Gen. Regimen

Social Is a Key Part of 24 Hour ...

Peer-to-peer referrals produce healthy conversion rates.

Not Every Small Business Prioritizes Marketing

Not Every Small Business Prioritizes Marketing

Whether or not it's to their detriment, some companies simply aren't interested in marketing, and probably never will be.

Marketers Speak out on Data, Email, and the Customer Experience

Marketers Speak out on Data, Email, and the ...

What are marketers talking about? In large part, how data changes everything.