Measuring Program Revenue (PR)

The last blog series discussed how using Marketing Contribution to Revenue (MCtR) was not necessarily a great idea.  However, marketing must somehow be shown to be impacting revenue, otherwise, why bother?  To answer this linkage question we proposed two linkage metrics. The first is Expected Revenue (ER) which was discussed in the last blog posting.…

Instrumenting the B2B Sales Process

As a new CMO for a business to business software company that was driving a high velocity, inside sales model,  I spent the first six months trying to figure out how to make sense of the craziness that was around me each day.  Between the difficulties of measuring what was really happening on the website,…

Measuring Expected Revenue (ER)

If you are convinced that Marketing Contribution to Revenue (MCtR) is a metric that CMOs should be wary of, then how is marketing expected to show its work contributes to sales?  The answer lies in two key metrics.  The first is the Expected Revenue metric and the second is a program revenue (PR).  This posting…

Marketing is a Parts Supplier to Sales (#6)

Don’t agree yet with the past posts?   Here is the final, and hopefully best reason why CMOs should be wary of using Marketing Contribution to Revenue (MCtR) as a statistic.  Marketing is essentially a parts supplier to the big sales factory that creates revenue.  As a parts supplier, marketing has to hit supplier goals to…

MCtR Skews Marketing Program Results (#5)

After the previous four postings, are you still not convinced that MCtR (marketing contribution to revenue) is a dicey metric for sales and marketing management?  Here comes reason #5 – Skewed Marketing Results. Marketers love to show that their efforts generate revenue. In B2B marketing who wouldn’t?  The problem is that unlike consumer marketing where…

Transformers (#4)

If you look to the far left of the funnel, marketing tends to focus on driving traffic – either foot or online – to their various marketing assets. It is this traffic that may ultimately convert to a prospect name that may, along with other names, or perhaps different names, convert to an opportunity that…