The Real ROI of Marketing: Why Your Job Is to Drive Revenue

I love great marketing strategy and cutting-edge execution tools as much as anyone. But let’s be honest—if I’m not making my company money, why are they paying me?

In today’s climate, companies are tightening their belts, scrutinizing every expense, and, unfortunately for marketers, focusing heavily on SG&A budgets. We all know that’s squarely where marketing lives.

Every day, our roles are at risk if we can’t prove our value in terms of revenue. And let’s be clear—you need to deliver significantly more revenue than what it costs to keep you on the payroll.

The Early Career Trap

When I was a junior marketer, I loved my job. I got to travel, develop TV and radio spots, and work with pro sports teams thanks to sponsorships. At 25, it was a dream. Back then, I focused on the excitement of the work—not the value I was bringing to the company.

Today, I think very differently.

The Revenue Disconnect

Over the years, I’ve watched marketers fall into the same trap I did—focusing on tasks and tools rather than their financial impact. It’s an even easier pitfall in the digital age. Too often, the focus shifts to impressions, clicks, or engagement metrics that are disconnected from revenue.

You’ve heard it before: “I can’t track the revenue, but look at all the impressions and engagement I’m driving!”

As a marketing leader, the response is simple: “Who cares if it’s not driving revenue?”

Marketing’s Bottom Line

Here’s the hard truth: as a marketer, your job is to make your company money. That’s why having a strong marketing strategy paired with measurable outcomes is critical.

I get it—tracking revenue isn’t always straightforward. There are countless challenges, and I’ve fallen into this mindset myself over the years. But don’t fool yourself. You can and should be tracking who you’re reaching, how they’re engaging, and—most importantly—how much they’re spending as a result of your efforts.

Start Where You Are

If you don’t have the right metrics in place today, don’t panic. It’s never too late to figure it out. Take action now to implement trackable systems and start tying your work to revenue.

Because at the end of the day, marketing isn’t just about creativity or innovation—it’s about driving results. So what are you waiting for? Start proving your value.