Marketers often find it difficult to justify investment in new technologies. This is partly because many new marketing systems are intended to improve how the company interacts with its customers. Because how customers will respond is rarely known in advance, any financial analysis is inherently uncertain.

But there's another reason that marketers' value estimates are so often questioned. Quite simply, many managers outside of marketing view those estimates as unreliable. Over the years, marketers have often justified their activities using measures such as brand awareness, customer satisfaction or response rates. While these make sense to marketers, other managers find it hard to relate them to traditional financial measures: profit, cash flow and return on investment. This confusion may have earned marketers some freedom from supervision, but at the cost of the trust of their peers.

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