Marketing has always had a tough challenge demonstrating their activities and indeed their spending, directly contributes to sales.   

Having spent most of my working career in a Commercial role, I would be first to admit that I wasn't always convinced the 'big' budgets being spent by my colleagues was helping drive sales.  After all, it was us in Commercial that actually 'made the money'.

It's no surprise therefore that Employee Advocacy programmes have a lot to prove as the new 'kid on the marketing block' but as this article explains, if you start out with social selling as a core objective then the ROI will follow.