WHERE IC PROFESSIONALS COME TO TALK
GETTING THE MEASURE OF MARKETING
Victoria Tordoff, internal communications manager at Xerox, considers what IC practitioners could learn about measurement from their colleagues in marketing.
The competitive nature of business has meant marketing functions have needed to evolve and innovate their communications to grow a healthy share of the market. Their measurement techniques prove the return on investment (ROI), enabling them to secure further budget. While internal communication teams may not have the big budgets of a typical marketing or PR function, we can apply the same goals...
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