Is There a Better Holistic Approach to Justifying Marketing Spend?

In a roundtable I led during Shop.org’s Annual Summit 2009 in late September in Las Vegas, called “Building and Justifying Your eCommerce Marketing Budget & ROI,” my plan was to moderate the group and give marketing expenditure industry averages for online spending. But the retailers were more interested in expressing their frustrations around channel conflict. Why have marketing departments and budgets become so siloed?