‘Marketers must beware of over-relying on ROI’

Marketers must be careful of becoming over-reliant on ROI as a means to show their worth to the rest of the business, according to former Heineken and Sainsbury’s marketer Sarah Warby.
Speaking this morning (18 March) on a panel about the evolution of the CMO role at AdWeek Europe, Warby warned that being a successful marketing function isn’t just about ROI but about wider contributions to the business.
“You’ve got to be very careful about this notion of ROI,” she