Discussing How Marketing Automation Makes Lead Management and Nurturing Effective

Marketing Automation

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Marketing Automation Authors: Will Davis, Kevin Benedict, Emily Jackson, APM Blog, Mehdi Daoudi

Related Topics: Marketing and Sales, Market Research, Web Analytics, Marketing Automation, CRM

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Marketing Needs To Be Measured To Show Authentic Value

How to keep Marketing Safe from Unfair Criticism

For any executive who have been around for awhile, it's difficult to believe that there is still any question that marketing needs to show metrics for its efforts. In past branding efforts, this could be difficult. However, many CEOs now have a strong quantitative background and their primary language is numbers. Without strong metrics, marketing runs the risk of being misunderstood and undervalued. From an operations standpoint, if you don't know what you did, how do you know what to go do? It's that simple.

An excerpt from today's press release at eMarketer:

"The need for measurement and analytics is growing in importance.

According to a study by the Lenskold Group and MarketSphere, 65% of marketers said that CEOs and CFOs are demanding to see return on investment (ROI) as a part of securing budgets for marketing initiatives.

Seventy-nine percent of the marketers felt that the need to measure, analyze and report marketing effectiveness was greater in 2009 than in previous years."

More Stories By John Ryan

John is an experienced leader with a strong background of defining and executing company strategies. He is especially skilled in channel management, market analysis, brand marketing and selling technology products and services. He has successfully served in a number of executive positions and has been in management for 20 years. John is currently writing a book on increasing revenue generation. He has been a co-author of a comprehensive marketing methodology for high tech companies and has helped venture capitalists and private equity firms gauge their technology investments. In 2004, John served as Vice President of Marketing for the NA arm of the $6B IT Services division of Siemens, AG. John served on the board of directors at WebTrends, purchased by NetIQ (NTIQ) for $1 billion in 2001. WebTrends was highly successful dominating the web site analysis and reporting space. Prior to WebTrends, John was the Vice President of Marketing for Tivoli Systems. John has worked as a contracted consultant for established companies, start ups and top analyst firms. John can be reached at [email protected] or you can follow him on Twitter @buyersteps