Comments on: Return on Marketing Investment Measurement that Works http://fullfrontalroi.com/2009/06/return-on-marketing-investment-measurement-that-works/ Exposing Social Media Results Mon, 20 Feb 2012 11:13:27 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Chad Horenfeldt http://fullfrontalroi.com/2009/06/return-on-marketing-investment-measurement-that-works/comment-page-1/#comment-17 Chad Horenfeldt Sun, 28 Jun 2009 21:04:01 +0000 http://bringinginnovationback.wordpress.com/?p=154#comment-17 I completely agree with this model and it's what I'm seeing with many customers I work with. Either they have this set up or they're working towards it. Sirius Decisions has done many studies on this and found that the best performing companies follow this model. It means that marketing needs to look further down the funnel and sales needs to look higher up in the funnel. Both teams need to work together towards common goals. Check out this video from Dreamforce 08 where Cognos describes how they make this work: <a href="http://www.salesforce.com/community/crm-best-practices/marketing-professionals/sales-alignment/2008-mktg-exec-aligning-sales-marketing.jsp" rel="nofollow">http://www.salesforce.com/community/crm-best-practices/marketing-professionals/sales-alignment/2008-mktg-exec-aligning-sales-marketing.jsp</a> <a href="http://www.twitter.com/chadhorenfeldt" rel="nofollow">@chadhorenfeldt</a> I completely agree with this model and it’s what I’m seeing with many customers I work with. Either they have this set up or they’re working towards it. Sirius Decisions has done many studies on this and found that the best performing companies follow this model. It means that marketing needs to look further down the funnel and sales needs to look higher up in the funnel. Both teams need to work together towards common goals.

Check out this video from Dreamforce 08 where Cognos describes how they make this work:
http://www.salesforce.com/community/crm-best-practices/marketing-professionals/sales-alignment/2008-mktg-exec-aligning-sales-marketing.jsp

@chadhorenfeldt

]]> By: Gary Katz -- Santa Clara CA http://fullfrontalroi.com/2009/06/return-on-marketing-investment-measurement-that-works/comment-page-1/#comment-16 Gary Katz -- Santa Clara CA Sun, 28 Jun 2009 03:55:23 +0000 http://bringinginnovationback.wordpress.com/?p=154#comment-16 Great holistic view of Marketing ROI, Nichole! MROI needs to be viewed from a strategic perspective, not just a focus on silos of activity. Tracking and assessing the total impact of marketing end-to-end is integral to measuring what matters. As long as we begin with the desired outcome in mind, it's possible to have a truly meaningful measurement process – one which is both actionable and a reliable guide to better decision-making. Great holistic view of Marketing ROI, Nichole! MROI needs to be viewed from a strategic perspective, not just a focus on silos of activity. Tracking and assessing the total impact of marketing end-to-end is integral to measuring what matters. As long as we begin with the desired outcome in mind, it’s possible to have a truly meaningful measurement process – one which is both actionable and a reliable guide to better decision-making.

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