Making marketing measurable: tracking, CRO and sales contribution

In the context of the COVID pandemic, it was that time again. The true image and the real positioning of marketing and marketers became very clear once again. Budgets were arbitrarily cut by CEOs, CFOS and even unit managers and marketing departments were sent on 10% short-time work - which equates to a weekly working time of 3.8 (!) hours. Yes, that is an extreme example and the good news is that the manager who initiated this in a large Austrian industrial company was sent to the desert - late, but nevertheless.

Of course there are other examples too. Managers who recognize the potential that modern B2B marketing can achieve for a company. But this requires concept and competence from everyone involved. This can only work if these two aspects work symbiotically. It's not just about digital skills, but above all about speaking a common and consistent language. And in the context of profit-driven organizations, it is the language of numbers. Because I can only optimize what I can measure in the long term. But that doesn't mean that it's enough to hire an expensive consultant to set up a great, colorful marketing dashboard. No, marketing will and can only sustainably expand its positioning within organizations if marketing itself develops the competence to work actively and sensibly with numbers in the context of its own marketing activities.

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In order for this competence to develop, it is necessary to proceed step by step together as a team. The following simple steps must be completed one after the other:

1. Document and analyze processes using templates
2. Develop performance indicators for processes but also sub-processes together in the team and begin to measure them
3. Discuss processes on an ongoing basis and optimize them based on this
4. Automating processes – not all at once, but starting at the beginning along the marketing value chain in the context of the buyer journey
5. Set up an initial marketing dashboard as a team (possibly with the support of an experienced external marketer) and always present comparative values ​​in the sense of improvement since the start of the activities!
6. This dashboard should then always be presented in the most current version in the management meeting in order to transparently show how marketing actively contributes to the company's success.

At the beginning it doesn't have to be a separate dashboard; individual performance indicators can also be easily displayed and presented graphically as they develop.

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Diese Beispielgrafiken zeigen, wie man mit einfachen Mitteln erste Leistungsindikatoren beginnen kann zu messen und zu präsentieren. Auch kann ein generelles L-Chart (Excel Tabelle) verwendet werden, um die wichtigsten “Marketing messbar machen” Initiativen des laufenden Jahres zu reporten und aufzuzeigen, dass Marketing stringent die definierten Ziele innerhalb der Zeit und innerhalb des Budgets erfüllt. Das schafft Vertrauen und Transparenz. Zu Beginn werden es noch keine ertragsbringenden Indikatoren sein, aber normalerweise können nach bereits 12 Monaten generierte Inbound leads in the form of potential sales up to Sales Qualified Leads (SQL) or sales generated directly from campaigns or trade fairs.

“Der Erfolg ist das Ergebnis vieler kleiner Schritte und Veränderung muss immer bei einem selbst beginnen. Das bedeutet, es macht keinen Sinn darauf zu hoffen, dass Ihr Vorgesetzter von selbst beginnen wird Marketing als gleichwertige Disziplin anzuerkennen. Es liegt ganz alleine an Ihnen selbst, durch das Schaffen von Fakten Marketing messbar zu machen und dadurch die Positionierung von Marketing nachhaltig zu verändern. Ein Berater kann in diesem Kontext nur enden wollend helfen, denn dieser Change Prozess muss von Ihnen als Marketer gemeinsam mit Ihrem Team – auch wenn es nur ein kleines Team ist, initiiert und realisiert werden. Denn auch nur dann wird dieser Prozess authentisch, leidenschaftlich und logisch nachhaltig zu Veränderung führen!”

Prof. Dr. Uwe Seebacher (MBA)

The next steps could be, for example.

1. Let's chat! You arrange a free and non-binding consultation Coffee talk with me and we'll chat about your ideas.
2. Read more! You can find the short one here Marketing essential Book that describes my model with which you can make your marketing measurable.
3. Don't waste any time! Call me on my cell phone at +436769630766 (don't worry!) and in a few months I will get you and your team to be measurable and suddenly the other departments are the ones driven because you have your store and your KPIs under control. I don't advise you, but rather accompany and guide you to understand things yourself and, together with your team, to realize what seems impossible, namely that marketing will always be a welcome guest in the important meetings!

Get started and contact us!

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Make your brand measurable and show it Added value of your marketing.
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