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Digital Marketing & Revenue Generation:  A Framework for Accountable Marketing
 

Digital Marketing & Revenue Generation:  A Framework for Accountable Marketing

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In today’s digital marketing landscape there are no more excuses. Gone are the days where we would buy ads and hope for the best. Today, we have access to data that marketers could have only wished ...

In today’s digital marketing landscape there are no more excuses. Gone are the days where we would buy ads and hope for the best. Today, we have access to data that marketers could have only wished for a few years ago.

As a result, CEOs now want marketers to become 100% ROI-focused. Unfortunately less than 1 in 3 companies are able to properly calculate marketing ROI.

In this guide we look at the Accountable Marketing Methodology that we developed at Complexant to provide you with a structured approach to work from and build upon. Any marketing department can use this methodology to go from a traditional or lead-gen focused marketing organisation to an accountable, revenue-focused marketing organisation.

We will look at:

- How the Media Landscape has changed and how that affects the role of marketing. 
- The CAM Methodology for Accountable Marketing. 
- The Four Revenue Pillars and 5 Revenue Milestones. 
- Why (new) Digital Marketing tactics aren't the answer. 

While each and every organisation is unique and the scope of this guide only scratches the surface of the overall revenue marketing discussion - we hope you will find it valuable as a reference point to build upon when your formulating your own plans.

For more stuff like this visit our blog at http://www.complexant.com

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    Digital Marketing & Revenue Generation:  A Framework for Accountable Marketing Digital Marketing & Revenue Generation:  A Framework for Accountable Marketing Presentation Transcript

    • DIGITAL MARKETING & REVENUE GENERATION WHAT THE CMO NEEDS TO KNOW SERIES COMPLEXANT A Framework for Accountable Marketing A publication by FREE G UIDE 
    • Contents. 01. About the author. 02. Introduction. 03. The CAM Methodology. 04. Analysis. 05. Strategy. 06. Education. 07. Execution. 08. In Conclusion. 09. It’s time for a change.
    • About The Author. Sharif Khalladi is the founder of Complexant. He is also an award-winning entrepreneur, international keynote speaker, consultant and the author of The Social Executive. Over the last decade, Sharif has collaborated with businesses varying from solo enterprises to multi-billion dollar corporations to create value and then market, sell, deliver and profit from that value creation while growing and strengthening their market position. Industry leaders such as Cisco, PriceWaterhouseCoopers, Canon Europe, T-Mobile, Mitsubishi and Yamaha Motors have capitalized on Sharif’s ideas and strategies, successfully integrating them into their business with profound and consistent results. 01 COMPLEXANT     LET’S CONNECT
    • Introduction. In today’s digital marketing landscape there are no more excuses. Gone are the days where we would buy ads and hope for the best. Today, we have access to data that marketers could have only wished for a few years ago. With the rise of social networks, the mobile web and the adoption of multiple devices customer behaviour has changed dramatically as well. They now live at the intersection of paid, owned and earned media in what is often referred to as converged media. Where at one point in time there was a clear differentiation between paid media (i.e. traditional advertising), owned media (i.e. your company website) and earned media (i.e. press coverage in a trade publication) we have now seen those borders fade. 02 The Converged Media Landscape COMPLEXANT   SHARE THIS GUIDE PAID MEDIA OWNED MEDIA EARNED MEDIA CONVERGED MEDIA
    • Social networks like Twitter and Facebook are now all-in-one paid, owned and earned media. And it seems like the customer doesn’t really care what is what anymore. They decide how they experience the new media landscape. They access the web on their smartphone, tablet and desktop computers. They use mobile apps, social media dashboards and “readers” to syndicate content from a multitude of channels. They consume, filter, curate and share. They are converged. And we are left playing catch up. Unless we evolve with them. Unless we become accountable. As a result, CEOs now want marketers to become 100% ROI-focused. Unfortunately less than 1 in 3 companies are able to properly calculate marketing ROI. 02 “3 out of 4 CEOs want marketers to become 100% ROI-focused.” - Eloqua COMPLEXANT   SHARE THIS GUIDE
    • Organisations must learn how to tap into this converged media landscape and educate themselves through the proper capture and use of data and then build their strategy around the insights that come from it. More than ever, there is a need for education, both internally and externally. And finally, with more channels than ever, we need to execute more efficiently. Many companies are stuck in what I like to call the “branding trap” - where failed attempts to generate revenue (or even leads) through marketing are reframed as successes where the objective somehow became building awareness instead of contributing to the company revenue. Vanity metrics such as site visits and potential reach are celebrated until at one point we seem forget what we’re even doing: building a business. Luckily there is another way. 02 “Organisations must learn how to tap into this converged media land- scape.” COMPLEXANT   SHARE THIS GUIDE
    • In this guide we look at the Accountable Marketing Methodology that we developed at Complexant to provide you with a structured approach to work from and build upon. Any marketing department can use this methodology to go from a traditional or lead-gen focused marketing organisation to an accountable, revenue-focused marketing organisation. We’ll look at the four Revenue Pillars: Analysis, Strategy, Education and Execution and how each of them plays a crucial role in the accomplishment of this objective. Even though we’ve developed the methodology from a macro perspective (looking at the overall digital marketing landscape, where we feel it can have the biggest impact), it can just as easily be applied to specific marketing initiatives on a micro level such as individual campaigns, launches, events or in marketing areas such as Social Media Marketing or Search Engine Optimization. 02 “Less than 1/3 of companies properly calculate marketing ROI.” - Eloqua COMPLEXANT   SHARE THIS GUIDE
    • While each and every organisation is unique and the scope of this guide only scratches the surface of the overall revenue marketing discussion - we hope you will find it valuable as a reference point to build upon when your formulating your own plans. I’d love to hear about your results - good luck! Sharif Khalladi Sharif Khalladi Founder, Complexant 02 COMPLEXANT   SHARE THIS GUIDE     LET’S CONNECT
    • COMPLEXANT ACCOUNTABLE MARKETING METHODOLOGY 03 COMPLEXANT
    • The CAM Methodology Our methodology is based on four “Revenue Pillars” (Analysis, Strategy, Education and Execution) that marketing teams must go through to evolve into a revenue-focused marketing organisation. On the bottom we list focus areas that come into play in each pillar. (Note that some focus areas may be relevant to multiple pillars.) COMPLEXANT   SHARE THIS GUIDE The circles that run through the pillars can be seen as the milestones that they support. For example, in the analysis pillar, our milestone is to know what works so that we can plan better. In the execution pillar, our milestone is to achieve our envisioned results so that we can report them back to the business.
    • 04 Less than 40% of companies use marketing analytics, yet a detailed examination of all available data (both internal (i.e. web analytics) and external (i.e. competitive data)) is crucial in developing a solid digital marketing strategy. A lot of companies look at bits and pieces of data across multiple silos, for example “search data” and “social data”. Proper analysis consists not only of capturing data across these silo’s, but also the proper interpretation of that data, answering the questions: “what does this really mean?” and “what can we do next?”. The inability to interpret this data properly leads to the lack of data use in digital marketing efforts and thus limited results and lost opportunities.  COMPLEXANT   SHARE THIS GUIDE The First Revenue Pillar Analysis.
    • 04 In our methodology, analysis is the starting point. We recommend looking at data across the following areas: web and content, search, social, competitors / market and where applicable offline channels as well. COMPLEXANT   SHARE THIS GUIDE SEARCH DATA SEO/SEM AGENCY WEB DATA + CREATIVE AGENCY SOCIAL DATA + SOCIAL AGENCY COMPETITOR DATA+ MARKET ANALYST CUSTOMER DATA = COMPLEXANT PULSE
    • The Second Revenue Pillar Strategy. 05 According to recent studies, 80 percent of marketers incorrectly begin with tactics instead of goals. Many organizations move from launch to launch and campaign to campaign without taking the time to reflect or properly defining a digital marketing strategy, let alone a data-driven and goal oriented strategy. We believe this is a critical error, yet an understandable one in a marketing organisation where the proper use of data is not yet embraced. The digital marketing strategy should be dictated by and aimed towards supporting the overall mission of the company, and its business goals. It should consist of a well defined sub-set marketing objectives and the agreed upon metrics to measure progress. The digital marketing strategy also defines the scope, chosen execution channels, tactics and resource allocation. It’s needless to say that the strategy builds upon the conclusions found in the analysis pillar and should be data-driven.  COMPLEXANT   SHARE THIS GUIDE
    • 06 The marketing department is not a factory that is built to execute campaigns. It’s a community that, when it thrives, builds your brand and grows your company. A community that is driven by employees, the most valuable asset any company has. Yet most organisations move from the strategy pillar straight into the execution pillar, without investing (enough) in education. They are not realizing how much of a limiting factor this is. It leads to the type of scenarios where companies are “doing social” rather than “being social”, to give an example. This is also where challenges in adoption of certain new ideas in the business are born as there is no true understanding of the “why”. You start hearing things like: “why are we doing this again?” in the hall ways and at the coffee machine.  COMPLEXANT   SHARE THIS GUIDE The Third Revenue Pillar Education.
    • 06 By educating and investing in your teams, things like adoption, engagement and excitement become natural and the entire business thrives. Education breeds understanding. Understanding is at the core of a healthy company culture. And culture is a key component of any thriving community. This is why our third revenue pillar is Education. Educate executives so that employees have role models and are inspired top down. Arrange for team trainings so that everyone understands the “why”. Develop self service platforms so that employees are able to invest in themselves. And invest in continuous upskilling so that your organisation can lead the way instead of fall behind. Proper education leads to execution without effort. COMPLEXANT   SHARE THIS GUIDE
    • 07 All the data, the most comprehensive digital strategy and highly educated teams won’t do your organisation any good unless there is a well oiled execution machine in place as well. By developing and implementing proper execution frameworks and processes and by having the right tools and support systems in place execution becomes more efficient and effective. Efficiency frees up time for proper reflection and reporting and enables your organisation to continuously optimize and improve. In our methodology, execution is supported by data, strategy and educated teams towards the accomplishment of properly defined business objectives.  COMPLEXANT   SHARE THIS GUIDE The Fourth Revenue Pillar Execution.
    • COMPLEXANT   SHARE THIS GUIDE This guide is about remembering. About pausing for a moment and looking at what we’re doing. To ask: “As marketers, are we truly adding value to the business?” You might have noticed that even though the implementation of this methodology in your organisation is aimed towards increasing company revenues, we haven’t spoken about revenue or specific tactics to increase revenue directly. We don’t have to, and quite frankly, we shouldn’t. Imagine, for a moment, that you were suffering from chest discomfort and decided it would be wise to visit a cardiologist. Before you even sit down in her office, she says: “Ah-ha! How about we do some endoscopic vessel harvesting, that should sort you right out. Just follow me to the O.R. and we’ll start the procedure right away!” You would very likely get the hell out of there! 08 In Conclusion.
    • COMPLEXANT   SHARE THIS GUIDE Why is it then that so many marketers straight go into the O.R. and start “doing stuff”? How can it be that so many marketers have no defined marketing strategy in place? Why is it that so few marketers actually use marketing data in their campaign efforts? It doesn’t cease to amaze me. Before we can discuss tactics we must have our house in order. The methodology shared in this guide provides you with a framework to do just that. I hope it serves as inspiration and I highly recommend you apply it to your own situation. And when you do, let us know! Sharif Khalladi Sharif Khalladi Founder, Complexant 08
    • It’s Time for a Change. At Complexant, we help companies drive and gain insight into the revenue contribution of marketing. We do this through comprehensive analysis, data- driven strategy, education and execution support across the digital marketing landscape. Talk to a Complexant specialist to learn how you we can help your marketing organisation evolve to the next level,  click here to contact us today. COMPLEXANT   SHARE THIS GUIDE
    • Measuring Social Media Four Metrics That Matter Download your complimentary copy of “Measuring Social Media, Four Metrics that Matter” and learn: - What all of these fans and followers mean to the business. - The two types of metrics that should be monitored. - Calculating the economic value of social media efforts. - The importance of gathering cross-channel data and avoiding data silo’s. Download your complimentary copy today! COMPLEXANT   SHARE THIS GUIDE