Measuring marketing performance is tough. At times I’ve argued that it’s impossible and therefore pointless. But I don’t think that’s true. As a starting point pretty much any company you work for in a senior marketing role, will expect you to understand the impact of your work (and that of your colleagues). Part of this […]
Here’s a short presentation on how to calculate return on marketing investment. It’s heavily oversimplified but the principle is simple – do a back of the envelope calculation before you start spending money, particularly if looking at a new system that only promises an uplift (rather than a significant change in performance).
Calculating return on marketing investment (ROMI) Read More »
New Year, new marketing plans. Hopefully by now you’ve kicked off various activities and you’re waiting to see how those early campaigns are working out. The other thing I see in marketing departments at this time though is burnout. Everyone is trying to do everything either because there’s no real strategy there (“let’s throw everything
The Marketing Flywheel Read More »
A lot has already been written about how the old marketing funnel model is no longer as relevant in modern B2B organisations as it used to be, and how a flywheel model is more appropriate for how customers really buy (as an old colleague said to me “The person who invented the marketing funnel should
The marketing flywheel – an alternative to the marketing funnel Read More »
ROI calculators are a pretty common tool amongst B2B marketers. On the face of it, the logic is simple – show a calculation of how the time saved from subscribing to your product equates to money and how that money is less than the annual subscription cost charged. Then surely the sale should be in
Why ROI calculators aren’t enough Read More »