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“Marketing Operations Partners takes a different view of marketing, tracking the business of marketing to a new level by taking an OPERATIONS view. They have developed metrics and methods to streamline the process of B-to-B marketing. Their approach is ROI all the way from product planning to launch to brand building. If you are building a marketing organization, a conversation with the team will get you some process ideas that will serve you for the long term” -- Bob Durstenfeld, Director of Global Marketing and Communications, GLOBAL FOUNDRIES
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To demonstrate return on marketing investments, validate cause-and-effect of leading indicators for compelling business cases.
We can help you create a Return on Marketing Investment center of excellence through mentoring/coaching, train-the-trainer, remote design/deployment, and/or on-site design/deployment in the following best practices:
- Build business cases in the context of corporate values and shared goals
- Test cause-and-effect, to refine assumptions
- Emphasize leading indicators in marketing dashboards
- Use predictive analytics to evaluate marketing investment options
- Recommend sophisticated improvements for your existing metrics
- Assess your data capture and analysis capabilities
- Pilot a return on marketing strategy
- Combine financial, operational, performance and program metrics for key stakeholders’ information needs
- Substantiate the value of marketing campaigns, programs and initiatives as investments
- Develop a balanced scorecard that motivates employees and predicts customer perceptions
- Track teams’ significant achievements via self-reporting recognition programs
- Optimize value from your industry research and analyst consulting investments
So how does your organization measure up today in Return on Marketing Investment? Here's a fun exercise for you to assess its effectiveness for yourself.
