The challenge of measuring the likely impact of marketing initiatives is nothing new. And its not going to get easier.

Where do I invest my limited sales and marketing dollars?  What works best? What ROI can I expect from this campaign?

While there is no simple solution to these age-old questions, we have developed an evaluation model which indicates the most likely outcome of a sales or marketing activity. The model interrogates five key areas of influence to produce a set of measures or KPI’s which have the strongest impact on the campaign.