Despite abundant resources and strong interest in marketing innovation, financial services companies have thus far made less progress in employing their understanding of return on marketing dollars to unlock marketing value than companies in other industries. Even though financial services now ranks as of the leading industries in terms of marketing spend, it lags behind other sectors, such as consumer packaged goods (CPG), in its ability to understand the link between marketing investment and results. The paradox is that the FS industry has access to more marketing data than nearly any other industry, but it is much more difficult to capture analyze, and act on this data. The good news is that there are methodologies that can be implemented to realize significant benefits and drive accountability through ROI metrics. Building a solid and measurable ROI capability at your institution will help align the organization, processes, systems and analytics to realize marketing's true value in the company.