Comments for Calibrero http://www.calibrero.com About Measuring, Monitoring, and Maximising Marketing ROI Thu, 15 Jul 2010 23:01:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 Comment on C-Suite’s Top 5 Marketing ROI Metrics by Ewald Jozefzoon http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7040 Ewald Jozefzoon Thu, 15 Jul 2010 23:01:42 +0000 http://www.calibrero.com/?p=1257#comment-7040 Simon, Thanks for your comments. In general, I wholeheartedly agree with you that marketers still have work to do in order to convince the C-Suite of their commercial value. For me, one of the key take aways of this survey is that Board members want to know what - or how much - they get in return for their marketing dollars/euros in terms of increased sales or increased profits. I agree with you that Marketing does not increase sales/profits by selling directly - that's a sales job. However, marketing absolutely does increase sales/profits by: 1. accelerating time-to-sell 2. reducing cost-to-sell 3. generating new profit streams (eg. through product management/development) Each of these three components represent a monetary value -profit - that can be directly attributed to marketing. I believe that, by quantifying these values, marketers enable the Board and other stakeholders to get a better understanding of and appreciation for marketing's commercial worth. This will be explained more in one of my next blogs, where I will share more results of the survey. In that blog, I will elaborate more on how marketing can convincingly prove that they increase company profit. Kind regards, Ewald Simon,

Thanks for your comments. In general, I wholeheartedly agree with you that marketers still have work to do in order to convince the C-Suite of their commercial value.

For me, one of the key take aways of this survey is that Board members want to know what – or how much – they get in return for their marketing dollars/euros in terms of increased sales or increased profits. I agree with you that Marketing does not increase sales/profits by selling directly – that’s a sales job. However, marketing absolutely does increase sales/profits by:

1. accelerating time-to-sell
2. reducing cost-to-sell
3. generating new profit streams (eg. through product management/development)

Each of these three components represent a monetary value -profit – that can be directly attributed to marketing. I believe that, by quantifying these values, marketers enable the Board and other stakeholders to get a better understanding of and appreciation for marketing’s commercial worth.

This will be explained more in one of my next blogs, where I will share more results of the survey. In that blog, I will elaborate more on how marketing can convincingly prove that they increase company profit.

Kind regards,
Ewald

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Simon Johnstone http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7037 Simon Johnstone Thu, 15 Jul 2010 00:37:10 +0000 http://www.calibrero.com/?p=1257#comment-7037 Ewald Thanks for pulling this together. From my perspective, again it shows the journey we have in terms of educating the C level suite the impact Marketing can have in an organisation. Few take aways : 1. Metrics are all over the place - Is it clear what i need from marketing ? 2. Lack of delineation between Sales and Mktg accountability ? 3. Is our Product (Marketing) not important ? Many of the metrics are scattered across all elements of marketing. IMHO the accountability of the marketing department is not clear in the eyes of many. and this seems to confirm this. A clear understanding of Marketing (and deliniation of the different components ( ie Field, Corporate (Brand) and Product) needs to happen. Likewise i have never seen a marketing manager in the B2B drive an increase in revenue .... saying that I have seen significant increases in Volume, Quality and Velocity of Qualified leads being handed off to sales to capitalize which has resulted in significant increases in $$. Lastly - How about Product Marketing ? Don't we have to have a product or service to sell ? Do we know how we compare - or is this not important. Potentially Pdt Marketing metrics may tie into Customer Satisfaction somehow - Which is a metric that we all know is near on useless (NPS is much much Better) but again .. shouldn't the board look at this in more detail. (I bet you Apple (A Product mktg organization) look much more at these type of metrics than anything that those organizations from your survey.. Thanks again . Great Article Ewald

Thanks for pulling this together. From my perspective, again it shows the journey we have in terms of educating the C level suite the impact Marketing can have in an organisation.

Few take aways :
1. Metrics are all over the place – Is it clear what i need from marketing ?
2. Lack of delineation between Sales and Mktg accountability ?
3. Is our Product (Marketing) not important ?

Many of the metrics are scattered across all elements of marketing. IMHO the accountability of the marketing department is not clear in the eyes of many. and this seems to confirm this. A clear understanding of Marketing (and deliniation of the different components ( ie Field, Corporate (Brand) and Product) needs to happen.

Likewise i have never seen a marketing manager in the B2B drive an increase in revenue …. saying that I have seen significant increases in Volume, Quality and Velocity of Qualified leads being handed off to sales to capitalize which has resulted in significant increases in $$.

Lastly – How about Product Marketing ? Don’t we have to have a product or service to sell ? Do we know how we compare – or is this not important. Potentially Pdt Marketing metrics may tie into Customer Satisfaction somehow – Which is a metric that we all know is near on useless (NPS is much much Better) but again .. shouldn’t the board look at this in more detail. (I bet you Apple (A Product mktg organization) look much more at these type of metrics than anything that those organizations from your survey..

Thanks again . Great Article

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Ewald Jozefzoon http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7011 Ewald Jozefzoon Thu, 08 Jul 2010 13:24:49 +0000 http://www.calibrero.com/?p=1257#comment-7011 Adam, You're absolutely right for saying that. Although not mentioned specifically, "pricing premium" is a metric that would fall under the "increased sales/profit" category. In one of my next blogs, I'll elaborate a bit more on the marketing value drivers that enable marketers to increase both sales and profit. I would love to hear from you any insights you may have on how well "pricing premium", as a marketing ROI metric, is being received by C-Level managers. Kind regards, Ewald Adam, You’re absolutely right for saying that. Although not mentioned specifically, “pricing premium” is a metric that would fall under the “increased sales/profit” category. In one of my next blogs, I’ll elaborate a bit more on the marketing value drivers that enable marketers to increase both sales and profit.

I would love to hear from you any insights you may have on how well “pricing premium”, as a marketing ROI metric, is being received by C-Level managers.

Kind regards,
Ewald

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Adam Gelles http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7010 Adam Gelles Thu, 08 Jul 2010 02:53:43 +0000 http://www.calibrero.com/?p=1257#comment-7010 One consistent metric that marketers fail to use to show value is "pricing premium" which is a directly attributable to branding efforts. Same applies to publically traded companies and shareholder pricing premiums. One consistent metric that marketers fail to use to show value is “pricing premium” which is a directly attributable to branding efforts. Same applies to publically traded companies and shareholder pricing premiums.

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Ewald Jozefzoon http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7009 Ewald Jozefzoon Thu, 08 Jul 2010 01:39:48 +0000 http://www.calibrero.com/?p=1257#comment-7009 Steven, thanks for your feedback. I'd be happy to forward you the full report once I receive your details. Also, should you have any additional questions, don't hesitate to contact me (ewald@calibrero.com / +31 653 924 806). Kind regards, Ewald Steven, thanks for your feedback. I’d be happy to forward you the full report once I receive your details. Also, should you have any additional questions, don’t hesitate to contact me (ewald@calibrero.com / +31 653 924 806).

Kind regards,
Ewald

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Ewald Jozefzoon http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7008 Ewald Jozefzoon Thu, 08 Jul 2010 01:34:07 +0000 http://www.calibrero.com/?p=1257#comment-7008 Paul, thanks for your comment. You raise a good point. The easy answer to this, though, is that the results represent the perceptions of the respondents. In order to meet the Board member's reporting requirements, it is important to find a way to accommodate these perceptions. In one of my next blogs, I'll elaborate more on this. Kind regards, Ewald Paul, thanks for your comment. You raise a good point. The easy answer to this, though, is that the results represent the perceptions of the respondents. In order to meet the Board member’s reporting requirements, it is important to find a way to accommodate these perceptions. In one of my next blogs, I’ll elaborate more on this.

Kind regards,
Ewald

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Steven Groves http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7007 Steven Groves Thu, 08 Jul 2010 00:31:54 +0000 http://www.calibrero.com/?p=1257#comment-7007 Ewald, a nicely done survey asking pertinent questions at the highest level of the organization - the C-Suite and the board. I'll make it a point to request the complete survey and may have a few questions of my own for you! Thanks again! Socially Yours, Steven Groves Ewald, a nicely done survey asking pertinent questions at the highest level of the organization – the C-Suite and the board. I’ll make it a point to request the complete survey and may have a few questions of my own for you! Thanks again!

Socially Yours,
Steven Groves

]]> Comment on C-Suite’s Top 5 Marketing ROI Metrics by Paul Hassels Monning http://www.calibrero.com/2010/07/07/c-suites-top-5-marketing-roi-metrics/comment-page-1/#comment-7006 Paul Hassels Monning Wed, 07 Jul 2010 14:13:51 +0000 http://www.calibrero.com/?p=1257#comment-7006 Thanks for sharing these insights - very valuable for any business marketeer. Paradoxically, the factors customer sat & loyalty are both seen as not directly attributable to marketing yet at the same time deemed as 'valuable' in the top 5 metrics. Please elaborate in one your next blogs or in reply to this comment what causes CXOs to say this. Thanks for sharing these insights – very valuable for any business marketeer. Paradoxically, the factors customer sat & loyalty are both seen as not directly attributable to marketing yet at the same time deemed as ‘valuable’ in the top 5 metrics. Please elaborate in one your next blogs or in reply to this comment what causes CXOs to say this.

]]> Comment on ‘Harden’ Your Social Media Marketing ROI by ‘Harden’ Your Social Media Marketing ROI http://www.calibrero.com/2010/02/11/harden-your-social-media-marketing-roi/comment-page-1/#comment-6857 ‘Harden’ Your Social Media Marketing ROI Fri, 28 May 2010 15:57:38 +0000 http://www.calibrero.com/insights/?p=284#comment-6857 [...] Calibrero Insights] Contributed By Ewald Jozefzoon on May 28, 2010. var a2a_config = a2a_config || {}; [...] [...] Calibrero Insights] Contributed By Ewald Jozefzoon on May 28, 2010. var a2a_config = a2a_config || {}; [...]

]]> Comment on How To Measure 360° Marketing ROI – Part 2: Value of Commercial Effectiveness by Johnson Lilburn http://www.calibrero.com/2010/01/31/how-to-measure-360%c2%b0-marketing-roi-part-2-quantifying-the-value-of-commercial-effectiveness/comment-page-1/#comment-5774 Johnson Lilburn Fri, 19 Mar 2010 17:11:47 +0000 http://www.calibrero.com/insights/?p=238#comment-5774 Good post. I don't suppose you would mind if I added your site to my linkexchange directory? Good post. I don’t suppose you would mind if I added your site to my linkexchange directory?

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