Audience: Marketing Executives
Answering the elusive business question: "What is our Return on Marketing Investment?"
The trend towards digital marketing and the resulting proliferation of data presents a significant challenge to marketing leaders. In a recent Forrester study[1], 49% of Marketing leaders cited “use of analytics to guide marketing decisions” as one of the five biggest weaknesses of their Marketing department. “Turning data-into-action” was also identified as the #1 organizational issue in the CMO Council's 2011 State of Marketing report[2]. At the same time, the report identified that 60% of Marketers wanted to set clear goals and track deliverables to better monitor and control investments, while maximizing effectiveness of those investments.
Contributing to this data confusion is the lack of access to "Investment" data: The "I" in ROI is spread across multiple spreadsheets or locked away in ERP systems, even then, it does not track marketing objectives, regions or target audiences investments support. As a result, the "R" in ROI (return data such as revenue or visits) can't be linked to Investment. The result is a crucial gap to answering the nirvana of marketing business questions: "What is our Return on Marketing Investment?"
Our Investment Planning and Performance Management solutions bridges the "R" and "I" divide.
You get unprecedented visibility into your marketing Investments, including your ERP finance system data. You save time and confusion with a streamlined process for tackling necessary budgeting activities. You also establish best-practices in marketing operational efficiency. Plus, you can finally answer the elusive question of Marketing ROI.
Learn more about our Investment Planning and Performance Management solutions.
[1] Q4 2010 North American And European B2B Marketing Organizations And Investments Online Survey, Forrester Research, Inc.
[2] CMO Council 2011 State of Marketing report
