Enhancing marketing performance: academic perspective

Abstract

Marketing is under intense pressure to show measurable returns on investments. Outlining the resources in academic research to develop and implement metrics and strategies to enhance marketing performance, this note visits the crucial areas of (i) visualising and choosing the right metrics, (ii) managing the marketing–sales interface, (iii) reorienting the sales organisation in the light of new technology, global competition and changes in buyer behaviour, and (iv) the use of technology to improve sales force productivity.