What is Your Marketing's ROI?

Scott Lambert

IBM conducted a study delving into insights from Global Chief Marketing Officers (CMO), called “From Stretched to Strengthened.” They interviewed 1,700 CMO’s from 5 different sectors, 19 industries, and spanning 64 countries.

The study found that 79% of the CMO’s expect a very high level of complexity over the next 5 years, however only 48% feel prepared to take on the complex challenges to come.

The biggest concern for these CMO’s was the uncertainty of how to respond to and make sense of the vast amount of information becoming available to them. They called this “Data Explosion.” And due to this new data being spewed from their analytic dashboards and other metrics, CMO’s are having to change, take action and even make investments.

Many investments are being dedicated to technology to help better understand the insights buried within this data:

• 73% of marketers are investing in technology (CRM, analytics, etc.)
• 69% of marketers are looking to integrate insight within the data
• 65% of marketers are seeking to understand analytics

But what’s preventing CMOs from using new technological tools? According to IBM’s survey 72% of marketers pointed to “Cost” as the biggest barrier, preventing them from using and leveraging technology. Second was a “Lack of ROI certainty” coming in at 61%.

So, Do You Know Your Marketing’s ROI?

How are you measuring the success or impact to revenue and profit of your marketing efforts? Sadly, many marketers don’t know. They simply perform the same functions or strategies that their competitors are doing or mimic what was done in the past. They cannot accurately measure the effectiveness from one campaign to the next.

IBM’s study pointed out by 2015, ROI will be the leading measure of success. This will require involvement from the Finance Department to measure the impact to financial metrics, such as revenue, cost of sale, and profit. Social media metrics, such as Facebook “likes” and Twitter followers, are becoming a trailing measurement of success.

So, how are you measuring ROI? Would you like to be certain that your marketing efforts are contributing to additional revenue and new customer growth? Stop guessing. Xcellimark can help you capture value within your marketing data and measure results. Our team will prove your marketing investment’s ROI and monetize your efforts. Contact us today to find out more.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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