CMO Insights

Leverage Marketing ROI for Insights to Guide Strategy & Performance

See Deeper and Further for Bigger and Better Opportunities
Continuous improvements in current marketing initiatives can be extremely valuable but more significant growth opportunities sometimes require looking beyond the marketing of today. Marketing ROI techniques are effective at identifying profit potential through deeper data mining and forward-looking analytics. These solutions range from basic techniques that benefit organization-wide marketing initiatives, to more advanced initiatives to support breakthrough strategies.

Opportunity Assessments

Used to determine where investments can generate the greatest growth. This analytic process can be used to guide investment allocations into markets, customer segments, or product offerings. In addition to using economic and market trend information, the critical success factor is a comprehensive customer behavior analysis that provides actionable insight into the sources of growth at a customer/segment level.

Targeting Prioritization

Established using a combination of a profitability analysis and predictive modeling. Forward-looking predictive models prioritize the most valuable and highest conversion customer segments. We establish customer investment limits to guide value-tiered investing and identify the points of diminishing returns for different forms of marketing.

Funnel Diagnostics

Used to identify performance gaps (i.e., “leakage points”) in the customer buying process that can be addressed through changes to strategic and/or tactical plans. Leakage points are quantified in terms of the profit potential that can result from having a positive impact on performance improvements. The analysis looks at performance barriers within marketing, channels, customer service, and product/service gaps to determine where to close leakage points. The benefits of this approach is that improvements tend to make all marketing initiatives more effective and profitable.

ROI-Based Planning & Budgeting

Used for special initiatives or for allocating the overall marketing budget. We apply ROI tools and techniques to strengthen the objectives, targeting, and strategies, to tighten the integration across diverse marketing initiatives, and to allocate budgets aligned to the profit potential.
We’ll help you tap into the right opportunities with the greatest growth potential.

ROI Power with a Purpose

Using select measurement techniques and ROI analyses to drive specific business objectives is faster and requires less effort than establishing standards that work across all forms of marketing. These priorities may be necessary to reach aggressive growth goals, reduce declining performance, or adjust to changing market conditions. Showing improvements in these high priority initiatives also helps demonstrate the benefits of the overall marketing ROI process.
Marketing ROI techniques can be applied to improve:
Our analyses and assessments are used to identify strategic options and develop a sound plan for achieving your objectives. As programs are launched, our measurements are used to monitor and adjust plans and accelerate your ability to develop high-impact marketing. These priority initiatives not only support immediate business objectives but also establish stepping stones to reach new levels of marketing ROI capabilities.

Accelerate Your ROI Journey with the Right Roadmap

Marketing ROI frameworks, measurements, and tools provide the infrastructure that can improve marketing profitability – but only if the marketing, sales, and finance organizations can effectively support and motivate their teams. There are many building blocks that improve your ability to manage marketing profitability and many ways to get started and move forward. Our ROI roadmap identifies areas for initial success, based on the impact potential, current capabilities, and culture, and how to leverage the initial momentum to motivate continued progress.

Our organizational assessment, run either as part of or separate from the ROI roadmap, uses surveys of executives and managers to gauge current capabilities and critical gaps. We combine this intelligence with interactive discussions to determine potential barriers and opportunities for improving ROI and profitability practices.

Larger marketing organizations also appreciate resource libraries that can provide their marketers with on-demand access to information that will help them improve their capabilities at their own pace. Our content covers diverse forms of ROI and measurement principles and best practices. It can be used in place of or in addition to formal training programs. The content is modified to provide greater relevance to your corporations marketing operations.