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The challenges of elusive ROI The flip side of this narrative is also instructive. When companies do invest in improving the factors contributing Guessing leads to false prioritization to burnout—establishing clear expectations and As any marketer knows, demonstrating ROI helps you performance goals, showing alignment and impact to prove your team’s value, but it also keeps your team broader business goals, increasing time for creative work, moving in the right direction. How do you know you’re etc.— they typically see an outsized increase in employee investing in the right campaigns and assets? How can engagement. you justify or push back on certain decisions without data? As requests accelerate, marketers without clear Gallup states: “Employees who strongly agree their metrics are at a disadvantage in both decision-making performance metrics are within their control are 55% less and negotiation. likely to experience burnout frequently … Employees are significantly less likely to be burned out when they can Unclear impact stifles engagement connect their work to their company’s mission or purpose The problem runs deeper than decision-making. Unclear in a way that makes their job feel important. Managers impact leads to frustration and increased risk of burnout must do more than point to the mission statement on the in employees who don’t know what their company wants wall—they must show how their employees’ contributions from them. According to Gallup, poor communication make a difference.” from managers (specifically around expectations, performance goals, and alignment to business goals) is a top factor contributing to employee burnout. The same research finds employees who are burnt out are 63% more likely to take a sick day, 23% more likely to visit the emergency room, and 2.6x as likely to be actively seeking a different job. Gallup also estimates that it costs between .5x to 2x of an employee’s annual salary to replace them. At the business level, burnout leads to “low productivity, high turnover, and the loss of the most capable talent”, according to Harvard Business Review. The same research put “heavy workloads and frustrating work routines of too many meetings and far too little time for creative work” as key contributing factors to burnout. Notably, this report shows marketing leaders face these challenges daily. 8 Airtable 2022 Marketing trends report

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