Any business owner, CEO or President wants to feel confident that the dollars they spend will produce a positive return. But sometimes focusing on ROI too soon forces you to abandon your long-term business strategy in favor of short-term wins. In this conversation, we'll look at how to measure marketing impact in two different business scenarios: 1) for a manufacturer that needs a short-term sales lift 2) for a manufacturer that's trying to build a sustainable plan for growth. We'll not only explain about how to choose the right KPIs in each scenario, but also, how to know whether you've been successful at achieving them.