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White Paper Review: Marketo's Marketing Metrics Guide - Must Reading

DG2MM coverWhy It’s Important:

“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.”

James Obermayer

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Slma-recommended-187Title:  The Definitive Guide: Marketing Metrics & Analytics

Published by/Authors:  Marketo

Gated: Yes

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Length:  66 Pages PPT

Highlights:  Let’s see, where do we start on such a comprehensive approach to Marketing Metrics and Analytics:

  1. 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.  
  2. Six Parts:
    1. Measurement Builds Respect and Accountability -3 pages
    2. Planning for Marketing ROI -6 pages
    3. A Framework for Measurement -5 Pages
    4. Revenue Analytics -10 Pages
    5. Program Measurement -13 pages
    6. Marketing Forecasting -4 pages
    7. Dashboard -4 pages
    8. Implementation, People and Process, Technology -6 pages

SLMA Comments:   

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).

 Recommended for: 

  • President
  • C-Level Folks
  • CFO
  • CSO
  • CMO
  • Marketing Operations
  • Content Management and Creation
  • Product Management

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This review was conducted independently without the advice or consent of the publisher.    Of course, we only review those papers that are worth it for you to read, we leave the others to someone else.  This is an editorial. 

Note:  If you would like your research or e-book reviewed, you may submit it to: content@salesleadmgmtassn.com.  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may dPublisho so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.

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