Forget ROI, Let's Show How We're Making Money
http://www.iabc.com/cwb/archive/2003/1103/forget.htm

Cohen, Ephraim
Communication World Bulletin
2003

Abstract:

Throw a stone in a room full of communication professionals and there's a good chance you'll hit one that will back up this statement: senior management loves to see ROI measurements, but seeing how communication initiatives create sales trumps all other measurements. From a marketing communication perspective, simply receiving feedback from a sales team can help your team answer most senior-level frustrations. From the perspective of a sales force, understanding marketing efforts (and how those efforts actually work) aids in everyone's ultimate objective: securing sales.