SOURCE: Aprimo, Inc.

Aprimo Integrated Marketing Software

December 20, 2010 08:45 ET

"CMO Guide to Marketing ROI" Offers Framework for Improved Revenue Performance

Marketers Already Sit on Untapped Revenue Potential; They Need Disciplined Approaches to Unlock It

INDIANAPOLIS, IN--(Marketwire - December 20, 2010) - Aprimo® Inc., a global leader in integrated, on-demand marketing software solutions, and Lenskold Group, a leading innovator of marketing ROI solutions, today released a new white paper as part of the Lenskold Group's CMO Guide series. The "CMO Guide to Marketing ROI" outlines how marketers can use data-driven insights, measurements and ROI analytics to design and deliver smarter marketing programs that improve profitability and performance.

"Our recent research revealed that one in four CMOs believes their greatest hurdle is 'doing more with less,' which means there can be no guesswork about which marketing investments are contributing to new revenue and which are not," said Lisa Arthur, CMO of Aprimo. "The good news is that most companies we encounter are already sitting on untapped revenue potential; they simply need a disciplined approach to unlock it."

"It is a critical time for CMOs to leverage marketing measurements and ROI practices to improve marketing's contribution to bottom line results," said Jim Lenskold, president of Lenskold Group and marketing ROI expert. "This white paper outlines a proactive approach for using ROI scenarios and measurement techniques to guide strategic and tactical decisions to achieve 'big wins' and lasting capabilities."

The "CMO Guide to Marketing ROI" points to untapped profit potential locked inside many marketing organizations. It identifies how CMOs can create the opportunities for successful measurement and financial analysis within complex marketing environments. "Today's CMO must instill an insight-driven culture that is set on proving and improving ROI, and this starts with asking the right questions," added Arthur.

Marketing performance is improved with a commitment to address key questions such as:

  • What components of your marketing mix are not delivering sufficient results?
  • Are you properly accounting for lifetime value?
  • What is the optimal marketing mix?
  • Where do prospects leak from the purchase funnel?

CMOs and senior marketers who are interested in implementing a marketing ROI framework can download a copy of the "CMO Guide to Marketing ROI" at or

About Aprimo
Aprimo is a leading global provider of marketing software and services that enhance the productivity and performance of marketing organizations. The company's integrated marketing software, Aprimo Marketing Studio® for B2C and Aprimo Marketing Studio® for B2B, enables marketers to navigate the changing role of marketing, by taking control of budget and spends, eliminating internal silos with streamlined workflows, and executing innovative multi-channel campaigns to drive measurable return on investment. Founded in 1998, Aprimo is headquartered in Indianapolis with offices worldwide. For more information call +1.317.803.4300 or visit

About Lenskold Group
Lenskold Group offers one of the most comprehensive and innovative approaches to applying marketing ROI techniques and tools to plan, measure and optimize marketing strategies toward maximum profitability. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations. The company has delivered high-quality consulting and marketing services to generate profitable growth for a broad range of client companies since 1997. The senior management team of accomplished professionals provides cohesive and comprehensive solutions in the area of marketing ROI processes, measurements and analytics. Company President and Founder, Jim Lenskold, is author of the award-winning book, Marketing ROI, The Path to Campaign, Customer and Corporate Profitability. To learn more about Lenskold Group and its innovative services, visit the Lenskold Group website at or call +1.732.223.8886.

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