by Jim Lenskold
There have been a number of webcasts about maximizing the return on marketing investment that fall short of the session topic. One in particular featured very good speakers and was informative. As each person spoke about their marketing programs, the results presented were in the form of response rates, leads generated, revenue generated or enhancement of the customer relationship. These are all important metrics but what about profits generated?
As marketers, we do not always have control or access to sales and profitability data. We often need to assess and decide to implement future marketing programs before actual customer value can be determined. Regardless, there has to be a greater focus on profits generated if marketing is going to contribute to critical corporate objectives and raise its stature within the company. Without analysis of customer value, how can we determine if one marketing initiative generates better customers than another? We’re all aware that roughly 20% of the customers will generate 80% of the profits so we must be looking for quality sales, not quantity.
Here’s a few tips to keep in mind:
Think of marketing ROI as financial intelligence that you must use to guide future strategic and tactical decisions.