Introduction: keeping me up at night -- A need for a new marketing model -- A change in philosophy -- Our marketing ROI stars -- Invest, don't spend -- Concentrate on outcomes, not outputs -- Forget consumers, target customers -- Manage your communications portfolio -- Differentiate any way you can -- Engagement and experience are the new 30-second ads -- Apply a "focus investing" approach -- Establish a measurement culture -- Leverage your employee capital -- Is your organization marketing-ROI fit?