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Finding ROMI (Return on Marketing Investment)

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Today, surrounded by data streams, you can precisely measure and attribute Marketing’s contribution to revenue and calculate ROMI – Return On Marketing Investment. Bonus: a Sales and Marketing …

Today, surrounded by data streams, you can precisely measure and attribute Marketing’s contribution to revenue and calculate ROMI – Return On Marketing Investment. Bonus: a Sales and Marketing Alignment thought starter.

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  • 1. A Marketing and Sales Joint Adventure Finding ROMI (Return On Marketing Investment) Ed Alexander Chief Consultant
  • 2. We all know ROSI Sales Organizations are adept at measuring Return on (Sales) Investment, or “ROSI”. It’s the lifeblood of every profitable business. Accountants study it. The IRS requires us to report it. Now, meet ROMI Today, surrounded by data streams, we can precisely measure and attribute Marketing’s contribution to ROI and calculate ROMI – Return On Marketing Investment.
  • 3. ROMI relates to Revenue by these key measures. Each one feeds the next, as we will soon see. • Marketing Reach • Marketing Reach by Channel • Website Visits • Website Visits by Source • Leads Generated • Leads Generated by Source • Customers Driven by Marketing • Marketing-generated Customers by Source • Visit-to-Lead Conversion Rate • Lead-to-Customer Conversion Rate • Visit-to-Customer Conversion Rate Next, we’ll examine a Process Flow Map for finding ROMI.
  • 4. The ROMI Process Flow Map (enlarged on next slides) Detailing the 4 process phases: Attract, Qualify, Acquire, Review.
  • 5. The “Attract” Phase
  • 6. The “Qualify” Phase Leads Generated Leads by Source / Channel
  • 7. The “Acquire” Phase Marketing - Generated Customers MGC’s by Source
  • 8. The “Review” Phase Visit - to - Lead Conversion Rate Lead – to – Customer Conversion Rate
  • 9. Review: ROMI Process Flow Map
  • 10. Bonus! Conversation Starters Improve Sales & Marketing alignment by starting conversations around the following table of topics. Here are two examples. Ex. 1 - Content + Value: “How can we develop content that elevates the value of each deal?” Ex. 2 – Conversion + Velocity: “How can we streamline our Conversion process to speed closure?”
  • 11. Thank you +1 (781) 492-7638 USA East @fanfoundry Ed Alexander Managing Consultant ed@fanfoundry.com Find ROMI today! Contact: