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 Ne...
<ul><li>About Neolane </li></ul><ul><li>Conversational marketing technology to build and sustain one-to-one lifetime dialo...
<ul><li>The Ever-Elusive ROI </li></ul><ul><li>ROI continues to challenge marketers </li></ul><ul><ul><li>Chicken and egg ...
<ul><li>Resources to Help </li></ul><ul><li>Analysts </li></ul><ul><ul><li>Inquiry </li></ul></ul><ul><ul><li>Consulting <...
KPIs for Making the Case <ul><li>Marketing Performance (Effectiveness) </li></ul><ul><li>Marketing Productivity (Efficienc...
<ul><li>Marketing Performance (Effectiveness) </li></ul><ul><li>Revenue/Sales </li></ul><ul><li>Email-driven sales volume ...
<ul><li>Marketing Productivity (Efficiency) </li></ul><ul><li>More programs executed than the previous year </li></ul><ul>...
<ul><li>Finding the Money- Three Ideas </li></ul><ul><li>Insource vs. outsource </li></ul><ul><li>Consider different deplo...
<ul><li>Wrap Up </li></ul><ul><li>ROI doesn’t have to be elusive </li></ul><ul><li>Use industry resources to help you make...
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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.

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

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