Customer Metrics for the Boardroom - what we can Learn and Unlearn from Finance?

Abstract

There is a growing concern that marketing and customer-related issues are not discussed enough at the top management level (McGovern et al. 2004). Some researchers argue that this decline in marketing’s status within organizations originates from the lack of evidence linking marketing to shareholder value creation (Rust et al. 2004; Srivastava et al. 1999). Marketing Science Institute has also reacted to the issue by selecting e.g. the following research priorities for 2006-2008: integrating financial and non-financial performance metrics, the role of marketing dashboards, and the impact of marketing actions and marketing strategy on firm value.