Flushed with Data and Metrics: Why is it Still Hard to Prove Marketing ROI?
Flushed with Data and Metrics: Why is it Still Hard to Prove Marketing ROI?
Revenue is rallying cry for marketing, as it has been since the last recession and seems to be accelerating. In this episode Eric Kronthal of periscopeUP discusses how SEO is not simply a long term strategy for visibility, but it can be tracked for contributions to revenue. The host this week is Jim Obermayer.
In this 12 minute SLMA ROI SpotLIght, Alight Analytics founders Michelle Jacobs and Matt Hertig are interviewed about the potential ROI for clients using its ChannelMix Platform and consulting services. Projected ROI is the result of the ChannelMix program’s ability to take data from many sources and provide reports which are actionable. The founders of Alight Analytics were also interviewed on SLMA Radio on July 1, 2014.
Jenny Vance has over 10 years of experience in helping companies market their products and services. That experience helped Jenny develop a set of best practices for outbound marketing, inside sales, appointment setting and lead nurturing. Under her leadership, LeadJen works with B2B companies across North America, Europe and Australia seeking to improve their marketing programs and develop successful sales leads.
New Business Strategies is a business strategy consulting firm focused on helping B2B technology companies build profitable, sustainable customer relationships. We help clients create larger and more predictable revenue pipelines by understanding the customer’s lifecycle, expectations and decision-making process and aligning the organization with its customers.
Patrick McClure is a Proven Sales Manager and Executive with the ability to quickly determine critical problems and their root causes. His 25 year corporate career includes direct sales in excess of $100 million in products and services and management of multiple high performance teams. Jim Obermayer has known Pat for 8-10 years. He's a real refined sales consultant, author and so much more than that.
Jim asked, "How do you increase output?" since THAT is his primary statement of value that he will increase output.
Patrick replied, "I have a very good diagnostic tools of what is wrong." He usually gets called in on the premise that the sales people cannot sell. But when he gets there he usually finds there are other problems. It's a multi-faceted series of problems: problems with marketing, value proposition, lack of training by sales management or sales. He gets to the true bottom of the issues and puts tools in place to fix the real problems.
Conflict between inside sales force and outside sales force. Couldn't figure out what was causing the millions of dollars of revenue lost due to the conflict. Sales process says that when a customer calls in to order, the inside sales team would just take the order and stick it in the file. They would not take the additional step of informing the outside sales person. The orders were delivered into the field, but the outside sales person had no idea nor any way to follow up.
The formula was that in place for a firm for 15 years was VERY successful New recruits went through a 6 month training - the resulting plan was they made:600 calls, they'd get 10 appointments, resulting in 2 deals.
If you're speaking at a trade show or conference, are you thinking about what your LinkedIn profile looks like? Are the topics you're speaking about present on your company blog? What's going to happen to the decks after the conference? This is integrated marketing.
Shelly covered so many instances of missed opportunities that are typical. You spend the money to get them to the trade show, to have beautiful cards, manicured hands to shake hands, allowance for schmoozing - yet what did they do to prepare?
Some ideas include:Create lists, groups, circles that include all of the speakers for the event. Same with sponsors, exhibitors. If you are going through the trouble to send people there - have them pepper the key attendees with interest - "Hey, you're speaking - I can't wait to hear you..." + mention, @ mention them and their companies. You'd be surprised how much that can mean to people.
If you are speaking on a topic on behalf of your company, does your company profile include links to posts/articles that you have created on the same topic? Does your company site display that you have the expertise on this topic? How current are the posts? Check them out or create them FAST! Build that credibility.
You may think you have it covered, but chances are - you are indeed doing a lot of things, a little bit right.
- Are you trying too hard to "own" your communities or just using the ones you like, and are you forcing people to "go" somewhere other than where they want to go?
For that matter, find team members who are proficient in each of your four major online venues - could be one person, could be four. LinkedIn, Google+, Twitter, Facebook. It's pretty even that this is where people hang out - 25% average for each. If you want to hit more prospects and expose them to your expertise, you have to be proficient in all of these venues. But this is just the online piece.
- The fastest commercial break ever! Now let's talk about how to break down a piece of content into different presentations of that information for different audiences and platforms (tough to automate this, people).
34:58 - Shelly talks about the challenges that marketers face today to embrace all these channels and ideas in an effective fashion, and what to do about it.
38:12 - Who do you hire? Younger and savvy, or senior and seasoned? What will be most successful? How do we adapt and effect change?
43:18 - How to find and work with Shelly, info on the Integrated Marketing Summit and other conferences worth checking out, either IRL (in real life) or virtually...but IRL is better.
About Shelly Kramer
About our friend, Stephan Hovnanian:
Is there really a marketing ROI? Ruth P. Steven's tells the truth!"
SLMA Radio host Jim Obermayer interviews Ruth P. Stevens about the reality of the holy grail of proving marketing's return investment.
About Ruth P. Stevens
Ruth P. Stevens's expertise in customer acquisition and retention derives from a decade and a half of hands-on marketing for both large enterprises and start-up companies. Just prior to beginning her consulting practice, she served as chief marketing officer at an Internet company in New York City. Before that, she had broad responsibilities for direct marketing at three corporate giants – IBM, Ziff-Davis and Time Warner.
She has been listed as one of the 50 Most Influential in Sales Lead Management in 2011, one of the 20 Women to Watch in Sales Lead Management in 2012 and 2011. Since going independent in the late 90's, Ruth has had a lot of experience with people who are on the fence with the decision of whether venturing out on their own is for them, or are they better staying with or seeking a firm to work for.
She will also help alert you as to the common mistakes people make when making this change without thinking it through all the way. This mistakes can make the difference between success and failure.
SLMA host Jim Obermayer interview Billy Wilkinson, President of Invenio’s Telecommunications Division and tackles the tough subject of metrics that every sales manager should know.
Billy has over 16 years of leading strong sales and operations organizations from both Fortune 100 and startup companies.
In his current role, he is responsible for strategic accounts at Invenio. Focused on delivering sales and exceeding quotas, Billy uses his sales, financial and operation skills to ensure clients are getting industry-leading results. Billy’s collaborative style, data-driven, and relationship management expertise ensures a partnership-focused approach to every engagement.
Billy is a graduate of Schreiner University with a Bachelor of Business Administration and also holds a Master of Business Administration from Sam Houston State University. He has served and continues to serve on numerous boards including: The Wilkinson Center, the Human Rights Campaign, YouthLaunch, and Schreiner University.
Invenio Solutions is a full-service sales firm focused on high-quality lead development and outsourced sales services for B2B organizations. As our name conveys, we are committed to helping our clients reach, find and uncover profitable opportunities. Get market-leading results with Invenio's:
High Quality Lead Development and Sales Services
· Focused on quality, not quantity, our highly-trained sales team will fill the pipeline with actionable opportunities and fully qualified leads
Experienced and Passionate Workforce Driven by results, our executive team has 35+ years combined experience and our workforce is carefully selected, continuously trained and closely managed to maximize potential and ensure high performance consistency
Unique Process/Execution Thinking outside of the box, we have developed unique processes and sales methodologies proven to boost sales results
Flexible/Scalable Approach Operating using a scalable structure, we can expand teams on demand, ramp up quickly on projects and switch focus easily
Strategic Partnership Acting as a trusted advisor and partner, we bring strategy and in depth analysis into the process and proactively suggest new ways to improve results
Comprehensive Analysis and Reporting Providing a transparent view into operations and ongoing data analysis, our easy to access reports keep you fully informed and involved
Track Record of Success Committed to quick time-to-results, we understand the influencing factors to program success and consistently deliver quality results to our clients
Host Jim Obermayer will interview Kevin Thornton, EVP of VanillaSoft and discuss the trend (some would say tsunami) of sales departments that are moving from outside to inside positions. Thornton will debate differences in productivity, sales activities and how to measure ROI when going from outside to inside salespeople. He will tackle how to manage, motivate and control these new sales superstars. Using VOIP for the mobile workforce and the software that is more than simple CRM, Thornton will tackle how to help them manage their goals and workday.
As Executive Vice President, Sales & Marketing for VanillaSoft, Kevin Thornton is responsible for accelerating customer and revenue growth and overseeing all new customer engagement and acquisition strategies.
Prior to joining VanillaSoft, Kevin served as Senior Vice President Sales & Marketing, Americas at Corel Corporation where he was responsible for all regional sales, marketing, alliances, and business development activities. Prior to Corel, Kevin served as Senior Vice President Sales for Sage Software’s Small Business Division.
Founded in 2005, VanillaSoft provides its global client base with award-winning, cloud-based Lead Management Software for telesales and appointment setting. VanillaSoft customers benefit from increased productivity by deploying an award-winning, Best-In-Class feature set that includes next-best-lead routing, auto-dialing, on-board intelligent messaging, integrated e-mail, real-time lead distribution, live dashboard and digital call recording.
Typical users realize a productivity increase of 30 to 100% over traditional CRM, creating an easy to justify ROI.
The Sales Lead Management Association (SLMA) weekly radio program (broadcast live at 5 PM PST each Thursday), announced the line-up for February’s SLMA Radio Programs. He will interview Shawn Naggiar CRO of Act-On Software on Feb 2nd, Kevin Miller CMO and Principle of SalesFUSION on February 9th, Jeff Pedowitz and Debbie Qaqish of the Pedowitz Group on Feb 15th and Paul Mosenson President of NuSpark Marketing on Feb 23rd. Read the rest of this entry »
This week's show features commentary by SLMA CEO, Jim Obermayer who will be speaking on the topic of The Epidemic of ROI Discovery, why marketers are primed to Talk ROI
Our guest is Lydia Sugarman, President Venntive. Will Crist and Jim Obermayer will talk about the Top Ten winners of the 50 Most Influential People in Sales Lead Management for 2011.
Lydia Sugarman is president at Venntive, a groundbreaking, comprehensive customer engagement platform that is replacing traditional model of multiple applications that require integration for a complete overview. One platform, one login, democratizes information throughout the organization by delivering immediate benefits at reduced risk, cost, and time.
Venntive is pioneering a new category of business software with its true all-inclusive platform that naturally introduces processes, systems, and collaboration that scales as your organization grows.
Ms. Sugarman, an experienced sales and marketing professional, has been helping clients from start-ups to Fortune 10 financial services companies to build awareness in the online space for more than fifteen years.
Offline, she avidly pursues cycling, swimming, hiking, reading history, great food, and great wine.