ViewPoint

MARCH 19, 2018

“But why,” she asked, “do I need to master deep digital analytics? She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics. Of course, marketing analytics is not new and neither is digital analytics. It wasn’t an easy conversation.

Marketing Management 197

Marketing Management Analytics Budget Programs Marketing Automation Services 197

ViewPoint

FEBRUARY 7, 2012

In the first article on marketing analytics , I discussed the best-practice processes involved in the review, assessment and continuous enhancement of sales lead generation programs to achieve improved results. 22% of more than 20,000 raw leads converted to qualified leads. 10% of qualified leads converted to sales opportunities.

Lead Ranking 120

Lead Ranking Lead Generation Sales Qualified Leads Lead Scoring 120

ViewPoint

MAY 20, 2016

Measuring marketing’s contribution to revenue. In a recent blog post SiriusDecisions notes that organizations struggle to measure marketing’s contribution to, and influence on, sales pipeline. Here is how Mark Nadolny, Manager of Benchmarking Analytics at SiriusDecisions breaks it down: “Tier 1: Direct Enterprise Accounts.

Enterprise Management 159

Enterprise Management SMB Sales Qualified Leads Allocation 159

ViewPoint

DECEMBER 8, 2011

Chris Selland is CMO at Terametric , a company focused on maximizing marketing ROI by helping marketers capture and measure all their channel marketing data. ” In other words, it may be difficult to know your specific ROI but your ability to model and measure approximate if not 100% precise answers is getting better all the time.

Merchandising 120

Merchandising Clickthrough Demand Generation Agencies ROI 120

ViewPoint

AUGUST 20, 2015

Measurement and reporting: What are we tracking, measuring, and reporting on to ensure our lead-to-revenue performance is optimized? Chances are you have weekly or monthly KPI reporting that measures performance against your goals. In my world, there are four distinct steps in conducting a lead-to-revenue assessment.

Marketing Qualified Leads 120

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 120

ViewPoint

OCTOBER 6, 2015

ABM is only a black box if by ABM you mean deploying technology and analytics without knowing why or how they’re being used to reach goals. Every company can benefit from the use of analytics to make data-driven decisions about who and how to engage. That’s just part of being a smart marketer today.

Account Based Marketing 120

Account Based Marketing Lead Generation Lead Ranking Lead Scoring 120

ViewPoint

MAY 5, 2011

CRM unites areas like sales force automation, lead management, customer service, and analytics. RPM can deliver much needed marketing measurement and accountability that are missing in marketing automation. ERP unifies and extends materials requirements planning, computer-integrated manufacturing, and distribution.

Marketing Management 120

Marketing Management Marketing Automation Services Eloqua Demand Generation Agencies 120