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.…

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…