Capturing Campaign Sales Lift—Can Pre-Post Measurements Be Trusted?
A pre-post analysis compares the average sales levels for a period prior to the marketing campaign with the sales levels during and possibly following the campaign. Though the calculation is fairly easy and the data is similarly easy to access, the question remains: Is it accurate and reliable?
Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales
Maximizing Lead-Generation Marketing ROI, Part 3: Measuring Effectiveness
How do you know whether your lead-generation program is working and delivering a good ROI for the company?
Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales
Maximizing Lead-Generation Marketing ROI, Part 2: Insight, Alignment, and Action
The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel.
There’s no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?
The big opportunities are tied to driving better-informed actions, which … [ Read more ]
Content: Article | Author: Jim Lenskold | Source: MarketingProfs | Subject: Marketing / Sales
Prophet-ability
Managing your marketing dollars means more than strategic positioning. To build your bottom line, you’ll need to predict the value of your investments.
Content: Article | Author: Jim Lenskold | Source: CMO Magazine | Subject: Marketing / Sales