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No. 1 (2026)
Marketing

Articles

EVALUATING RETURN ON MARKETING INVESTMENT IN B2B DISTRIBUTION

Published 2026-01-31

Authors
Jamoliddinov Fakhriyor Shodiyor o ʻgʻli
Affiliation
Researcher at Tashkent State University of Economics
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Abstract

This article explores the evaluation of Return on Marketing Investment (ROMI) in B2B distribution companies. It examines the unique challenges of attributing marketing impact in multi -touch, long -sales -cycle environments, and highlights methodologies for c alculating ROMI at campaign, channel, and strategic levels. Emphasis is placed on integrated data infrastructure, analytical modeling, and cross - functional governance to optimize marketing spend, improve decision -making, and transform marketing from a cost center into a value driver. Practical examples and a maturity model illustrate implementation strategies.

Keywords

ROMI, B2B distribution, marketing effectiveness, trade promotion, CRM, multi -touch attribution, marketing analytics, resource optimization, sales performance, strategic investment

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