What is the best way to prove marketing's worth to the business using Marketo 'Standard'? | Community
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A
Anonymous
January 29, 2013
Question

What is the best way to prove marketing's worth to the business using Marketo 'Standard'?

  • January 29, 2013
  • 4 replies
  • 1225 views
I am looking how to use reporting and analytics to prove the marketing depts successes to the wider business. I'd love to knbow how others are using the system to achieve this and what they have found useful?

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4 replies

Amber_Hobson
Amber_Hobson
Level 8
January 29, 2013
Subscribing... we don't have RCA, but have SFDC and I've been struggling to create a dashboard. I'd love to here how others are doing it as well, with or without SFDC.
A
Anonymous
January 29, 2013
You can definitely do this with RCM/RCA or by tracking the general success of your programs. Marketo has a great guide on this called the Definitive Guide to Marketing Metrics (or something like that).

You can also prove the general idea of Marketo by demonstrating the man-hours saved through automation and deduping automatically. I saved 2 FTE at 25% of the cost.
A
Anonymous
January 29, 2013
You can definitely do this with RCM/RCA or by tracking the general success of your programs. Marketo has a great guide on this called the Definitive Guide to Marketing Metrics (or something like that).

You can also prove the general idea of Marketo by demonstrating the man-hours saved through automation and deduping automatically. I saved 2 FTE at 25% of the cost.
A
Anonymous
January 30, 2013

Ewan,

I see that you use Salesforce.com for your CRM, and I find that the people to whom you must "prove marketing's worth" are likely using Salesforce.com vs Marketo.

Therefore we optimize SFDC campaigns - by using Marketo as the "back-end" workhorse, and putting the metircs in dashboards in Salesforce "front-end".

As Josh referenced, there are a lot of resources out there for specific metrics, but I'll mention a few classic ones. Our non-marketing colleagues care about things like "Marketing contribution" to pipeline and revenue. This is usually expressed as a % of total. They also care about "ROI" - the cost of those marketing campaigns compared with the results. Then you can talk about which campaigns are better than others. Etc - from there the # of possibilities/metrics are endless.

But I guess more importantly, you can show that if Marketing were to go away, it would have a fairly well defined (negative) impact on revenue.

Eventually you want to get to a place where Marketing comes up in planning for revenue by reversing your metrics: we want to have a revenue of X next year, therefore we need Y campaigns, which will yeld Z results, etc, etc.

Make sense?

Hope that helps!

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