What is your return on marketing? This question can come up when you least expect it: while presenting your annual plan, while speaking to the CEO in the hallway, or maybe as one of those emails that lands in your inbox with a huge “thud!”
This question can come from sales, company leadership or even be debated within marketing. Many marketers cringe. Some run and dive into the closest trash bin. And some marketers rise up, fill their chest with air and answer with confidence. Here is my view and hopefully you will find something here that can help you face the firing squad.
The New Marketing Accountability
Here atB2B Marketing Insider I provide tips and insights from my perspective from inside a B2B marketing organization. InThe New Marketing Accountability I talk about how ALL marketing spend should be tied to quantifiable results that the sales team and executives can understand. Generally, our marketing should be focused on generating and then managing demand. But sometimes, the CEO wants to “extend the brand” and sometimes sales folks want to work under the cover of a nice, massive awareness blitz. Aside from those examples, we need to show hard results and make sure EVERY marketing program has a sound business case or ROI. Or as thisAnnuitas Group blog post stated recently, “we need to resolve to measure our marketing in terms of revenue.”
One Metric to Rule Them All
Continues @ http://www.b2bmarketinginsider.com