insights. vision. productivity. knowledge. fun.

Fixing Marketers’ Profit & Loss Dilemma: Reactivate ‘Lapsed’ Customers

CMOs know the scenario all too well: The metrics offer irrefutable proof that digital advertising campaigns are working. Same with direct marketing campaigns. This is the kind of presentation they love to give. But more and more, the presentation is interrupted by the CEO asking, “Great, but then why do we have a flat (or shrinking) bottom line?”