Summary
Marketing leaders argue that relying solely on ROI leaves marketing exposed to hidden risk and uncertainty. The article explains that while ROI remains the dominant board-level metric, it fails to capture outcome variability or the likelihood that returns will materialise. It proposes that marketers should borrow from finance and use risk-aware frameworks alongside return estimates. By treating marketing spend as a portfolio, teams can model upside potential and downside uncertainty. This approach helps reveal how different allocations affect both performance and volatility. Ultimately, integrating risk metrics improves decision-making, strengthens boardroom credibility, and leads to more resilient marketing investment strategies overall.
Marketing Week
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