October 11

Are Marketers Measuring Their Success or Someone Else’s?

Marketing Strategy


Everyone’s getting squeezed for ROI. This is nothing new but the pressure is even higher for marketers who are looking at proving their revenue contribution. We’ve all heard the stories about the accolade-winning marketing campaigns that didn’t move the sales needle. CEOs want far more than just awards and pretty brochures.

They want proven results.

They’re demanding marketers demonstrate – beyond a shadow of a doubt – that they’re driving revenue. So, ideally, marketers set before them spreadsheets proclaiming high lead-conversion and even better expense-to-revenue ratios; the CEO smiles with satisfaction and pads the next year’s marketing budget.

But should they?

That’s the essential question of Dave Green’s whitepaper, Measuring Lead Generation Effectiveness: a Case for a New Approach. He challenges marketers to be painfully honest: do they really deserve the credit they’re taking? Are their fabulous campaigns the primary reason deals are closing, or are the wins a reflection of the blood, sweat, and tears of tenacious sales professionals?

Before becoming Director of Best Practices at MECLABS,
the parent company of InTouch and MarketingExperiments, Dave was called upon by leading organizations to improve their marketing and sales systems to rapidly generate more revenue. And he did, to the tune of billions of dollars.

That’s probably because he’s not afraid of asking tough questions like “Which use of resources yield a better ROI: sales or marketing?” that inspire even tougher questions like “Can marketing develop quality pipeline more cost-effectively than sales?” and “If marketing fills the sales pipeline with poor-quality leads, how much time and money does sales invest in getting good ones?”

I believe these are the kind of questions CEOs should be asking if they really want to make the best investment of their resources. But here’s the obvious question you’re probably pondering right now: how do you answer them? Obviously, it requires much more than running a couple of spreadsheets.

Dave implies that accurate measurement is a continuous, intense process; it’s definitely not based on conclusions that could have been influenced by a multitude of factors. He exhorts us to dig deeper to gain the understanding that is critical to making the wisest use of precious resources.

Do you think it would be worth it, or even realistic, to implement Dave’s ideas in your organization? How would you go about it, what other questions would you ask and what else do you think is important to find out in the process?

Finally, if you took a big gulp as you read this blog because you suspect that intense measurement might not place you in the brightest light, there’s hope. Mark your calendars for November 9 when Dave presents Trends and Challenges of Lead Generation in 2011. He’ll reveal how to give CEOs the outcomes they really want – quality leads – and quickly make a powerful impact on your company’s revenue capacity, profit and growth.

Related Posts:

Collaboration Huddles and 35 Other Ways to Improve Sales and Marketing Teamwork
Sales and Marketing – One Team
Sales and Marketing as a Team: Five Tips to Improve Performance
5 dials to tune in your lead generation process
Lead Generation: Streamlining the process for quality over quantity
Lead Gen: A proposed replacement for BANT

Image by: j.towbin

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Wow this sounds really intriguing, we would definitely need something along the lines of asking better questions of our marketing strategies. Will be registering with the webinar for sure. cheers!

  2. The “Trends and Challenges of Lead Generation in 2011” sounds interesting to me, specially now that we are on the last quarter of the year, and we just have to be ready for next year. I’ll be checking out this webinar, thanks for posting this.

  3. as an seo marketing guy for a small company i get the chicken or the egg question from the boss all the time. is it my efforts ringing or not ringing the phone or the sales team not doing there job when the calls come in.

  4. Good article!
    It’s definitely a continuous, intense process.. which takes a long time. But it is the right question to ask!

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