How do you make sure that marketing activities at your organization are purpose driven? One way to check the alignment between marketing operations and goals is to analyze the value derived. Marketing organizations are under more pressure than ever to be more accountable with their marketing spending and close the gaps, enabling better and quicker informed decisions aligned to business outcomes.
The ability to measure and manage marketing ROI is a key part of marketing agenda. They provide powerful insights to support decision making during your strategic and tactical planning to drive better enterprise performance and profitability, giving you more credibility with the CEO and CFO.
Here is a three-step approach to demonstrate the value of marketing to your business:
Understand and manage your marketing ROI drivers
Execute measurements based on outcomes
Adjust your marketing activities based on insights
1. Understand and manage your marketing ROI drivers