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Marketing Measurement: What’s the CMO Got to Do With It? - Sirius Decisions

Marketing Measurement: What’s the CMO Got to Do With It? - Sirius Decisions | The MarTech Digest | Scoop.it
From www.siriusdecisions.com - March 22, 2017 12:01 PM
Here’s how the CMO can help ensure the success of the team’s measurement efforts.

  • Pave the way. 
  • Remove roadblocks. 
  • Provide conflict resolution. 
  • Guide and validate visualization of the data. 
  • Refine the process. 
  • Monitor the efforts.
Joemktg's insight:

Spencer Stuart reports that the CMO tenure is starting to drop again. You think lack of doing this has something to do with it?

 

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Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions

Marketing Pipeline Metrics: Restoring Balance | SiriusDecisions | The MarTech Digest | Scoop.it
From www.siriusdecisions.com - April 29, 2016 10:41 AM
Demonstrating the impact of marketing when performance is the result of cross-functional efforts requires three elements:

  • Show performance of shared impact metrics. Whether the goal is increased deal velocity, better renewal rates or improved customer loyalty, you need to demonstrate that the impact metrics marketing invests in are, in fact, improving.
  • Provide proof of marketing participation. You need to prove that when marketing tactics are accepted by target audiences, impact metrics improve. If marketing isn’t involved, it will be uncomfortably difficult to assert any type of marketing influence over that performance improvement.
  • Present evidence that performance metrics change as marketing participation changes. Evidence of marketing impact requires a comparison. Some deal cycles may have light levels of marketing interaction, some may have heavy levels, and some may have no marketing interaction at all. When you compare what improvements take place when marketing is present to what happens when marketing is not, you can develop reasonable proof that marketing is making a difference.
Joemktg's insight:

"With great marketing technology spending comes great ROI responsibility."

8/4/2014

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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How CMOs Can Prove the ROI of Tech Investments - Convince & Convert

How CMOs Can Prove the ROI of Tech Investments - Convince & Convert | The MarTech Digest | Scoop.it
From www.convinceandconvert.com - March 6, 2016 1:19 PM

"Integrated CRM

 

Make sure your sales team is aligned with your strategy and effectively following your leads through the funnel. Your platforms, such as social media management software, should be flawlessly integrated with your marketing automation and your CRM platform, such as Salesforce.

Proven Technology

Analytics are driving so many marketing strategies as of late, it’s surprising companies got by without them. While all marketing automation platforms have some form of analytics, you can also have a separate program to strengthen your comprehension of what works and what doesn’t. Having a proper analysis platform can take a statistics-driven plan to the next level. Some statistics hold more weight than others and can have a positive impact on aiming content to your audience or understanding customer needs. Engagement is a huge part of this, so make sure to look for an analytics program that includes numbers about user interaction."I sco

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions. 

Joemktg's insight:

I scooped only these two factors (CT for others). Here's the critical factor that's missing: what ties everything together so that proper attribution can take place?

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Are You Looking at the Best Marketing Metrics? | Convince and Convert

Are You Looking at the Best Marketing Metrics? | Convince and Convert | The MarTech Digest | Scoop.it
From www.convinceandconvert.com - February 12, 2015 8:24 PM

► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄

Joemktg's insight:

It's a significant disconnect, but without the proper attribution infrastructure in place, what else can one do?

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