Marketing RoI

Marketing Return on Investment

Marketing has been treated as a cost center from time immemorial.  One of the prime reasons for this is that in most cases marketing by itself does not result as a sustainable revenue generation mechanism.  It needs a supplementing sales channel to ensure that its initiatives are translated into success.  Hence most Chief Marketing Officers are often posed with the dilemma of whether or not to ask for increased budgets.

Our solution is targeted at resolving this dilemma and helps articulate precise marketing returns not only by deploying a mechanism that tracks and reports tangible measures that clearly define success in marketing, but by also implementing those steps that will enhance marketing’s influence on the top, and consequently the bottom one, too.

Of course, as interesting as this sounds, it is easier said than done. However, our carefully crafted approach lays out a path to achieving this.

Plan

  • Crystallize the expectations of the sales team and the organisation, from marketing
  • Co-develop the marketing messaging, differentiation, positioning and brand strategy

Prepare

  • Define a clear marketing process, inclusive of all hand-offs
  • Develop the online/offline marketing content and collateral
  • Define functional and in-process deliverables/measures for sales & marketing

Perform

  • Calendar execution – inbound/outbound lead acceleration campaigns
  • Frequently assess and audit S&M messaging, content and collaterals
  • Systematically mandate and nurture the S&M partnership
  • Clearly define functional and in-process deliverables/measures for marketing

If by the implementation of the solution a CMO is able to answer how much more of an impact he can generate by investing the next million dollars in marketing, that is half the ocean crossed. However, the true benefit our solution delivers is in its capability to generate that impact in a scalable, repeatable and measurable manner.