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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Measurement

Finally, it would be difficult to declare your campaign a success without properly measuring and monitoring results.

As internal priorities continue to shift, it’s important not to lose sight of what you set out to accomplish with your campaign. The most effective way to monitor and communicate progress is to create a campaign dashboard that can be shared with the broader organisation.

As you’ll likely be monitoring several different areas across the marketing- sales continuum, you may be quickly overwhelmed with data. Keep it simple, and highlight the overall progress and impact that your campaign is seeing. A campaign dashboard is an effective tool for communicating the progress of your campaign to the rest of the team. Be sure to include your original goals, so that you can track your progress along the way. You can organise your dashboard according to your primary objectives. For example:

  • • Generate awareness: PR coverage, ad impressions, website visitors, e-newsletter sign-ups
  • • Create engagement: social media engagement, email open rates/click- throughs, webinar attendance, event attendance
  • • Increase demand: new customer inquiries, qualified leads, sales meetings, new sales opportunities
  • • Contribute sales: new customers, average deal size, referrals, net promoter score, new revenue, profit margin, sales cycle time reduction

In addition to measuring your campaign quantitatively, it is also important to seek more qualitative feedback, such as:

  • • Conducting a win/loss analysis to determine why your firm is winning or losing deals. It is especially beneficial to talk to customers who have decided not to purchase from your firm.
  • • Seeking input from your sales team on how customer conversations are going and if your message/content is resonating with them.
  • • Interviewing new customers to better understand why they chose your firm over the competition.
  • • Reviewing reports and/or talk to third-party influencers, media and analysts to understand the reception in the marketplace to your message and offering.
 
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