What's ahead in 2023? Defensible ROI spending.
As we look toward 2023, marketing leaders face a new reality: every dollar must demonstrate clear, defensible ROI. The era of growth-at-all-costs is over. The era of accountable, measurable investment has begun.
This isn't about cutting budgets. It's about smarter allocation. It's about building marketing strategies that withstand CFO scrutiny while driving measurable business impact.
The Defensible ROI Framework
Defensible ROI requires connecting marketing activities directly to business outcomes through clear measurement chains. Every campaign, channel, and tactic must answer one question: How does this investment create measurable value?
Four Pillars of Defensible Marketing Investment
- Direct revenue attribution: Every campaign must connect to pipeline or sales
- Customer lifetime value focus: Measure impact beyond initial acquisition
- Experiment-driven allocation: Fund what works, cut what doesn't
- Transparent measurement: Clear metrics that anyone can understand
The most successful marketing organizations in 2023 won't be those with the biggest budgets. They'll be those with the clearest understanding of how each dollar creates value.
Originally published on LinkedIn
This article was originally published on LinkedIn and has been cross-posted to kaykas.com with permission.
Jascha Kaykas-Wolff
CEO of Visiting Media, former CMO of Mozilla and BitTorrent, author of "Growing Up Fast", and pioneer of Agile Marketing methodology. Building AI agent infrastructure for executive automation.