Prove it or lose it

According to yesterday’s Brandweek, CMO’s who can’t prove ROI may be SOL. Pardon my abbreviated French, but in a new study by Jupiter Research and the Verse Group, 89 percent of CMOs said their marketing/spending choices are increasingly scrutinized in the tightening economy.

From Brandweek: “So how are marketers adapting? Sixty-four percent of CMO Council respondents said they were evaluating all areas of marketing spend to increase yield and accountability. This includes: Leveraging existing resources within their organizations to enhance customer communications (47.3 percent), exploring customized communications technologies (40.9 percent), moving more investment to Internet and mobile channels (38.7 percent) and driving adoption and the use of CRM and sales automation applications (31.5 percent).”

So, prove it or lose it. Or better yet, move it online, that magical, measurable place.