How to turn marketing into a revenue generator

At brands such as PepsiCo, Mondelēz International and MasterCard, perceptions of marketing are starting to shift from being a cost centre to a revenue generator. Traditionally, marketers have justified their spending on media, ads and promotions by pointing to an uplift in brand awareness, sentiment or sales at some point later down the line.
While these metrics continue to hold true, marketers are under mounting pressure to show that they can also generate revenues quickly and directl