Is it time to ditch ROI as the crowning marketing metric, asks Tyler Lawrence?
I recently listened to a podcast where Andrew Tindall, System 1’s Chief Growth Officer, was the guest. He made a statement that should challenge us all. He was asked: “What is the most overrated metric in marketing?” His answer… ROI. He went on to say, the best way to improve ROI is to spend nothing.
Cue a collective spluttering of matcha tea from marketers.
If you’re now preparing to read my defence of ROI and the throne it sits on, I’ll be disappointing you. I agree with him.
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