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Marketing automation campaign metrics may garner attention, but marketing ROI can remain elusive and vague, leaving marketers and business leaders struggling to prove their worth. On the other hand, sales teams struggle when marketing campaigns deliver poor quality leads who aren’t ready to buy.
Marketing wants to demonstrate that marketing investments and the marketing automation tool are delivering results, and sales wants marketing to produce more and better leads. That’s where a CRM and marketing automation ecosystem can help achieve these goals, lean-out the lead management process, and provide data, metrics, and analytics everyone can rely on.
B2B Marketing automation tools are best suited for:
Integrating CRM and marketing automation tools is technically straight-forward. However, mapping an integrated marketing-to-lead-to-opportunity end-to-end process can be complicated. The inherent complexity with an integrated process is what often results in the disconnect on how ROI will be measured.
Based on our experience, we see CRM and marketing automation integration efforts primarily focus on getting email marketing automation up and running as fast as possible to generate leads for the sales organization. Marketing automation vendors claim that ROI can be measured within their solution, and for simple use cases, they can provide insight into ROI.
For comprehensive B2B marketing ROI measurement, the CRM system is best.
If your organization is struggling to measure marketing ROI, we first recommend a thorough refresh of the end-to-end marketing-to-lead-to-opportunity process. This process should accurately reflect the differences between CRM and marketing automation solutions capabilities for measuring B2B marketing ROI.
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