Ever feel like something is rotten in the state of your company’s marketing? Too often, untangling marketing’s role within the company and showing the metrics that prove real value can turn into a Shakespearean-level drama.
What happens when you decide to untangle the parts and players and start making sense of the numbers in front of you? Allie Butters, head of marketing and sales at BrightFunnel, joins in to help explain how to make your marketing math add up.
Is Marketing a Must-Have or a Nice-to-Have?
Measurement is the key to marketing, and subjectivity is the villain of your production. It’s like going to a Michael Bay movie. There’s a lot of flash and noise, and it looks pretty cool, but without solid metrics, there’s no plot or clarity.
In 2017, 77 percent of global B2B marketing decision-makers said that an inability to measure results is one of their top concerns. Without objective measurement, different divisions in the company don’t see the value the marketing team adds because they don’t understand what exactly it is that you do.
Worse still, some CEOs don’t see marketing as a key component of your company strategy—and you don’t want to get labeled a bit player. When survey… Read More