Excerpt…
But your organization that is accustomed to measuring marketing by the value it delivers (in qualified leads or ultimate sales) versus the investment you made. Is your entire organization, not just the marketing department, ready to change how you measure marketing?
Usually, the near term answer is no. Changing how marketing is measured is a significant change and is, at its heart, a change management issue. For example, these are just a few of the areas it will impact:
- Business stakeholders throughout the organization (from existing marketing partners to sales to the executive team) will need to understand the new measurement.
- New marketing technology or service investment will need to be made, likely increasing the infrastructure cost of marketing.
- All existing marketing performance will need to be updated, triggering an extended period of testing in order to determine the most effective tactics based on the new measurement.
It is a complex sale, but most B2B companies will continue to use their simple measurement.
iNeoMarketing‘s insight:
Attribution! You have the tools: use them! See the post for a few recommendations.
- See the article at b2bdigital.net
- Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
- If you like this scoop, PLEASE share by using the links below.
- iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff. Contact us.
See on b2bdigital.net
themarketingautomationreport.wordpress.com 