Dawn Lego of the Lenskold Group spoke about how to improve marketing performance with better ROI measurements at the April IABC-LI meeting in Melville, NY.  There has been steady pressure on marketers to measure ROI and become  more accountable. But more and more marketing executives are taking  action and proactively turning marketing ROI into an opportunity to  build credibility and gain a competitive advantage. Dawn's presentation highlighted the critical success factors necessary to create and  apply better measurements, financial analyses, and ROI planning tools. There were thoughtful conversations concerning how ROI insights can drive strategic and  tactical decisions to continuously improve marketing performance.  Additionally. the  interactive discussion allowed participants to gain insight into the  challenges and barriers they face.