Cannolis are Good Eats, Not Good Leads

Last post we talked about the customer journey and its importance to marketers.  One problem if you fail to follow the journey is your marketing tactics just don’t work.  Simple analogy – if you walk into a car dealership to look at a car, and the salesman walks up to you and asks “Do you wantContinue reading “Cannolis are Good Eats, Not Good Leads”

My New Book: Digital CMO’s Guide to Marketing Measurement

Over the past year, nights and weekends I have been working on a book encapsulating my learnings at Vkernel implementing a high velocity, B2B marketing team.  Most of my career experience up to that point had been in operations as a naval officer and high touch B2B sales and marketing.  VKernel was an interesting learningContinue reading “My New Book: Digital CMO’s Guide to Marketing Measurement”

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.Continue reading “Measuring Program Revenue (PR)”

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 postingContinue reading “Measuring Expected Revenue (ER)”

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 toContinue reading “Marketing is a Parts Supplier to Sales (#6)”

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 whereContinue reading “MCtR Skews Marketing Program Results (#5)”

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 thatContinue reading “Transformers (#4)”

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 everyContinue reading “Closed Deal Forensics are Notoriously Difficult to Understand (#3)”

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 ofContinue reading “B2B Sales Cycles Have Many Touch Points (#2)”

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 aContinue reading “Marketing Does More than Lead Generation (#1)”