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Tuesday, August 17, 2010

Why ROI Matters to Marketing

Marketing can be seen as either a cost-center or a revenue-generator.

Which makes tracking the return from our marketing efforts of utmost importance. You are integral in the perception of your organization towards marketing.

In a recent position, I was the first full-time marketing hire for the company, and one of my primary tasks was to step up demand generation. After a few months, I had successfully increased the size of our database and had a decent response rate to our campaigns.

But, looking ahead, I could see that executing lead gen activities wasn't going to be my objective. The sales team was going to look at how many opportunities they got out of the leads, how many deals they got from those opportunities.

If I kept my focus on putting new leads into the top of the funnel, I'm wasn't going to be aligned with the rest of the organization.

That was when I started tracking the metrics that Sales was going to be looking at - Opportunities they worked on that came from Marketing Leads, and percent of new business that was generated by adding a marketer.

How are you looking forward to the metrics that will be important next quarter or next year?

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