MARKETING OS: KPI-Driven Diagnostics, Growth Prioritization, and ROI Governance

This monograph presents an integrated marketing management framework for small and medium-sized enterprises, focused on transforming marketing from a set of disconnected activities into a measurable decision-making system. It examines KPI-driven diagnostics, growth prioritization, omnichannel communication, lead qualification, proposal personalization, attribution, incrementality testing, and ROI governance. The work explains how companies can diagnose performance, prioritize growth initiatives, improve customer communication, strengthen funnel efficiency, and make marketing investment decisions based on evidence rather than intuition.