Ace
Efficient Market Impact

Despite the recession, most firms are facing challenging growth targets yet unable to increase commercial investments because of limited budgets. Investment in sales and marketing resources often forms a significant part of total costs, which puts huge pressure on these functions to perform and make an impact. However, a lack of a fact-based understanding of the effects of the sales and marketing levers, often leads to heated discussions on how to (re)allocate resources. And as a result, investments don’t always create the expected returns or growth. Furthermore, sales and marketing functions tend to measure the return on their investments separately, which increases the risk of sub-optimisation.