There has been a lot of growing need for market players to constantly monitor marketing productivity in the recent past. This comes as the global business scene is riddled by increasing competition, thus the need for strategic planning for businesses. The major aim of focusing on marketing productivity is to ensure that there is sound accountability for all actions within the organization. Carrying out business without following a certain plan makes it dangerous especially where there is a lot of risk in the market. In such situations, a business could end up suffering from lack of a competitive advantage as other players succeed in the same field. There are various challenges when it comes to gauging marketing productivity today, one of them being the focus on future effects of marketing productivity