Author: Bryan Semple
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Closed Deal Forensics are Notoriously Difficult to Understand (#3)
After reading the first two posts of the Six Reasons Marketing Contribution to Revenue (MCtR) is a dicey metric, if you still want to use this metric, perhaps this post will convince you otherwise. The only true way to get an accurate number on marketing’s contribution to revenue is do forensic analysis on almost every…
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B2B Sales Cycles Have Many Touch Points (#2)
Measuring marketing contribution to revenue (MCtR) is a dicey proposition for a variety of reasons. Last post we talked marketing’s work in so many other areas that drives revenue, that to focus purely on lead generation to revenue contribution really under reports marketing’s contribution. In this post, we look at the complexity and number of…
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Marketing Does More than Lead Generation (#1)
The first problem with the “Marketing Contribution to Revenue” metric is that it somewhat ignores the other aspects of marketing’s role. In most companies I have seen, in addition to demand generation, marketing is also tasked with brand development, product positioning, competitive analysis, sales training, support, and sales cycle support once sales has engaged a…
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Top Six Reasons CMOs Should Be Wary of Using Marketing Contribution to Revenue (MCtR) as a Metric
Many B2B organizations attempt to measure marketing on their contribution to overall revenue (MCtR). This metric is has many issues with its use. In this metric, closed deals are traced back to marketing originated leads and marketing is “credited” with the deal. While this metric has some value, too much focus on this can…