As a corporate or field marketer, your importance to the ongoing success and vitality of the business continues to grow.
Yet, we all know the C-suite demands scalable value. In a time when only 21 percent of marketers say they are successfully tracking ROI, how can this be achieved?
The findings from a study conducted by the Content Marketing Institute are certainly disconcerting. If we as marketers are unable to demonstrate measurable impact from our programs, are we destined to be viewed by executive leadership as merely a cost?
According to Steve Barnard, Director of Commercial & Public Sector Marketing at Lenovo, one major mistake that marketers make is focusing on exciting new tactics or technologies without tying them into measurable, revenue-oriented campaigns.
“Too often, marketers do one-off campaigns that aren’t measurable and instead just focus on ‘shiny objects’, not real business-oriented results like revenue.
Be thoughtful about mapping your customer’s full buying experience and then measuring conversion at key funnel stages. By measuring your campaigns in an ongoing manner with clear objectives, your organization can continue to improve its marketing efforts year-after-year, which is the real goal.
In the end, marketing should absolutely be about shiny, engaging content and programs…. as long as they are purposeful, measurable, and drive return-on-marketing investment.”
Click here to read more from Steve.
In order to drive revenue and track ROI effectively, it’s essential for marketers to be in sync with their organization’s sales reps. According to MarketingProfs, companies with aligned sales and marketing teams generated 208 percent more revenue from promotional activities.
For an inside look into what today’s sales leaders expect from the modern marketer, check out the below webinar replay featuring Kurt Gastrock, Senior Vice President of Enterprise Sales at Neustar.
Tying in all of your investments in content creation, SEO, social media, digital communications, analytics and CRM with measurable sales outcomes and ROI is a daunting endeavor. However, an emerging methodology in the marketplace, Web2Sales, may be the answer.
Have marketers defined a new methodology that will help their organization accelerate revenue capture? Or, is this simply yet another case of more hype than actual result?