Silicon India article: Challenges in Calculating Marketing ROI


Appearing in Silicon India magazine is an informative article: B2B Marketer: Challenges in Calculating Marketing ROI written by RightWave CEO Anurag Khemka.

The focus is on the beneficial changes brought about by marketing automation. These changes have the potential to move marketing from a cost center to a profit center. Marketing activities have always brought sales opportunities into companies, accelerated the sales cycle, and improved revenues. Until the adoption of marketing automation, these results have been nearly impossible to demonstrate and measure.

Just having a marketing automation system is not enough to demonstrate the positive impact of marketing activities. The metrics provide marketing with the information needed to increase investment in productive activities and reduce investment in those activities that do not improve revenues. The next step is to make that investment shift. The second benefit of marketing automation is demonstrating which sales are marketing sourced and marketing accelerated; reports and dashboards are needed to make this information visible. These extra steps require services surrounding the automation tools

Read the complete article: B2B Marketer: Challenges in Calculating Marketing ROI.



More articles

Bot Submissions: Solution Options & Recommendations

Hackers use bots to submit forms on a website for many reasons that include Distributed Denial of Service (DDoS) attacks, content spamming, Data Scraping, testing to identify vulnerable websites for future attacks, and conducting cyber attacks, all of which can cause nuisance and fill a database with junk records that may result in wasted time…

Project Portfolio Management as a Model for B2B Digital Marketing

Project Portfolio Management (PPM) applies to multiple projects running in parallel that share resources but are not part of a common program. An important part of PPM is prioritizing the projects that make up the portfolio. The criteria for prioritizing are alignment with business goals and expected ROI. This model can be applied to various…