3 Tips to Better Align Marketing Budget & Revenue Growth Goals One of the most fascinating slides (in my opinion) within The 2014 Marketing Score Report, tells the tale of an inverse relationship between marketing budget and revenue goals.
When your marketing, sales and executive teams met to discuss the 2014 strategy, how did you evaluate marketing’s 2013 performance?
The latest in digital technology enables marketers to measure performance across all activities. Yet, it's become a daunting task rather than an opportunity to continually assess and evolve strategies. According to Adobe’s Digital Distress report, 76% of marketers believe measurement is important, yet only 29% believe they are doing it well.
If you could rate your organization’s content marketing on a scale from 1-10, what score would you give? If you could look at the whole of what your team has produced—blog posts, white papers, case studies, ebooks—and compare it to marketers across the country and around the world, how would it hold up?
The 2014 Marketing Score Report takes an inside look at how 318 marketers, executives, and entrepreneurs rate their organizations, using 132 factors across 10 sections. The factor ratings (0-10 scale) are combined with 27 profile fields (e.g. annual revenue, revenue goals, marketing budget, employee size, industry, sales cycle length) to provide strategic insights, and help drive change and improved performance.
Before you update a single buyer persona profile or competitive research deck this year … ask if you, your team, and your business’ decision makers have a solid understanding of existing marketing resources, performance and goals. The most successful marketing campaigns start early—before the planning and discovery processes—with an honest and comprehensive assessment that ensures expectations are aligned across your business. Consider answers to the following: Does the marketing plan reflect our organization’s top overarching business goals? How does leadership within the organization plan to quantify success of overarching goals and objectives? How do marketing efforts tie in—how does marketing drive tangible results? What are the metrics we’ve been tracking, and how does performance measure up? What were our top performing assets or campaigns? Are marketing goals attainable?
The possibilities of big data, transforming data into insight, then transforming that insight into actionable intelligence (keyword actionable) is what today’s marketing scientist is all about.
Free Marketing Strategy Sessions for Members Marketing Score uses 132 factors across 10 sections to help you conduct a subjective assessment of your business, and your marketing program. Let’s be honest, it’s a lot to digest.
The first section of the Marketing Score assessment focuses on business cores, as these factors are the fundamental building blocks of an organization and brand. Use Marketing Score to benchmark your organization’s business foundations, and fuel meaningful conversations between marketing and management.
It’s an exciting time to be in marketing. Customers demand the digital experience—so businesses, solution developments, and marketing’s best practices have followed suit. For marketers, the move to digital experiences provides better insights into what we care about most: customer engagement, and metrics that show what works.