[aerosmile]

The larger the budget, the more sophisticated the teams and the methodology. Also, more players eager to accuse marketing of poor performance (eg: sales and revenue teams). Not sure where you made that experience, but that marketing team would get fired within a quarter at any large scale company I am familiar with. Large companies are inefficient in many ways, but not in what pays the bills.

[inthewoods]

Many of the large companies will say "we have a complex sales cycle" (and they often do) and leverage multi-touch attribution models which removes the direct ROI calculation.