“Reporting on revenue created by marketing by source is the only truth that counts. Marketing now controls the majority of the pipeline and with it comes revenue responsibility.”
Title: The Definitive Guide: Marketing Metrics & Analytics
Published by/Authors: Marketo
Length: 66 Pages PPT
Highlights: Let’s see, where do we start on such a comprehensive approach to Marketing Metrics and Analytics:
- It is a guide, no really a road-map. It is a few thousand carefully chosen words, in only 66 pages. It’s worth it.
- Six Parts:
- Measurement Builds Respect and Accountability -3 pages
- Planning for Marketing ROI -6 pages
- A Framework for Measurement -5 Pages
- Revenue Analytics -10 Pages
- Program Measurement -13 pages
- Marketing Forecasting -4 pages
- Dashboard -4 pages
- Implementation, People and Process, Technology -6 pages
To the uninitiated, this is a road map that resembles a complicated cross-country trip with a detour through Mexico and Canada. It seems daunting to those without a staff or a minimalist marketing staff and budget but appears doable to those from larger companies. Regardless of your first impression, when you read it you know the authors are true revenue marketers. This is not a crystal ball forecast of what marketing will be in the future; it is what marketing is right now, today.
Read this several times. Internalize it. Look at the extensive references and then decide if you are all in or partially in, there is no space in marketing for those that are ignoring this subject and Marketo makes this crystal clear. If you are not willing to embark on measuring marketing’s ROI, consider changing careers now as you may not have a choice in the future.
Of course, marketing analytics is not new and neither is digital analytics, it is just a restating of the obvious need for marketing to be accountable, but it is getting more attention. The Definitive Guide to Marketing Metrics & Analytics is a place to start (at 66 pages it isn’t brief, but it is comprehensive). While this document is a firm grounding in marketing metrics and analytics (I printed and bound my copy) Part 5 page 49 has a comprehensive list of program specific metrics on what you should measure and track (46 metrics).
- C-Level Folks
- Marketing Operations
- Content Management and Creation
- Product Management
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