Cross-Marketing Situation:
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A large North American technology company had growing marketing expenses and analytic practices underway.
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Marketing attributable leads were not a factor in considering marketing budgets, campaign effectiveness, or ROI.
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The impact of corporate marketing, sponsorship or ‘grey spending’ was not considered at all.
Marketing Performance Management Opportunity:
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The company had never connected its marketing investments to the prospecting or lead stages at a level which was useful to show the ROI of these activities.
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The centralized marketing operation did not have the data to create an analytic environment for the financial effectiveness of marketing.
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The sales driven culture needed to collaborate more fully with possible marketing effects.
Fisical Pro insight:
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Discipline and structure around marketing data in Kneebone’s proprietary data model surfaced important gaps in data strategy and available data.
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The true cost of marketing was challenged and data requirements were established for a more complete marketing performance management environment.
Reflex action:
The software introduced the opportunity to forecast the volume and timing of leads from planned and budgeted marketing events, and to forecast the year ahead.
ROI
Without detail on the cost and timing of marketing programs, ROI was not a possibility. The organization is restructuring to support the right level of data.
With Kneebone, B2B Marketers and Executives can Visualize, Measure, & Plan Marketing Performance.
