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Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases
 

Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases

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How to make the case for marketing automation.

How to make the case for marketing automation.

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    Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases Presentation Transcript

    • Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases Kristin Hambelton 04/21/2011
    • Elusive ROI Resources to Help You KPIs to Make the Case Finding the Money Wrap-Up Agenda Neolane confidential Copyright Neolane - 2011
      • About Neolane
      • Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both inbound and outbound channels
      • The Ever-Elusive ROI
      • ROI continues to challenge marketers
        • Chicken and egg quandary
      • Insourced or outsourced – you need to make your case
      • Other technologies may “cloud the business case”
      • Resources to Help
      • Analysts
        • Inquiry
        • Consulting
        • Research on purchase considerations
        • Vendor landscapes
      • Vendor websites
        • Research documents
        • White papers
        • Case studies
        • Partners
    • KPIs for Making the Case
      • Marketing Performance (Effectiveness)
      • Marketing Productivity (Efficiency)
      • Marketing ROI (Accountability)
      • Marketing Performance (Effectiveness)
      • Revenue/Sales
      • Email-driven sales volume
      • Customer value
      • Net sales conversion rates
      • Reactivity rates (Hospitality)
      • Application requests (Financial Services)
      • Prospect Database Size
      • Marketing-sourced revenue/marketing-influenced revenue (B2B)
      • Number of leads passed (B2B)
      • Increase in qualified leads passed to sales (B2B)
      • Customer identification %
      • Click through rates; open rates; opt out rates
      • Marketing Productivity (Efficiency)
      • More programs executed than the previous year
      • Time taken to create communications cut in half
      • Narrowed campaign analysis time
      • Reduced campaign turnaround time
      • Increased response rates without increasing marketing spend
      • Reduced recurring costs
      • Finding the Money- Three Ideas
      • Insource vs. outsource
      • Consider different deployment/financing options
      • Remix/reallocate your marketing spend
      • Wrap Up
      • ROI doesn’t have to be elusive
      • Use industry resources to help you make your case – insourced or outsourced
      • Find the KPIs that matter most in your business
      • Look for money in your current budget
      • Consider outsourcing
      • Evaluate different deployment/financing options