How to use an ROI based approach to drive your marketing strategy and demonstrate marketing's value to the enterprise.

1. RETURN ON MARKETING
INVESTMENT
A Lenati Point of View
Jennifer Winter, Managing Partner
Martin Mehalchin, Prinicipal
mmehalchin@lenati.com
1

2. Elevating Marketing Using An ROI
Mindset

3. The Marketing Executive’s Dilemma
Average tenure for CMOs at the top 100 branded
companies is just 22.9 months
CMO Tenure – Slowing Down the Revolving Door (Spencer Stuart)
Complexity & Sophistication Growth
 Marketing organizations can/should take on many responsibilities for the organization
–Product Marketing, Customer Research, Customer Segmentation, Go To Market Strategy, Customer Experience
Programs – Pre/Post Sales, Brand, PR, Integrated Marketing/Demand Generation
 Marketing channels continue to increase (search, 3rd party websites, affiliate marketing, social
networking, influencer networks, viral/citizenship marketing) requiring investment trade-offs.
 Marketing continues to become more dependent on data and technology to achieve results
requiring left and right brained talent

4. Barriers to Optimizing Marketing’s Value/Promise
• Access to evolving, specialized marketing capabilities and
skills
LEADING
Strategy, • Proliferation of strategic objectives and marketing activities
Structure, • Visibility and accountability for outcomes versus credit for
“looking good”
Process
• Inconsistent connections between marketing and sales
• Lack of common or shared goals
• Sales not connected to campaign rollout/training efforts
• Lack of systemic, reliable information to make data driven
LAGGING decisions around optimizing marketing investment
Data & • Typically limited ability to demonstrate the causal
Infrastructure relationship between the impact of marketing and the
achievement of overall business outcomes

5. Pathway to Tapping Marketing’s Potential - Step 1
1
Strategic Value & Intent
Representative Strategic Themes Expand our Share
of Mind to new
Verticals and or
horizontals
Scale Our Offer
In Our Chosen
Market-space to
“Be THE One”
Impact
Deliver The
Base Promise
Presence
And Trust
For Existing
Customers
Time
• Create a marketing strategy roadmap
• Prioritize strategic objectives and phase implementation over time
• Define and charter focus areas with success criteria
• Identify needed improvements to infrastructure and capabilities

6. Pathway to Tapping Marketing’s Potential - Step 2
2
Customer Centric Marketing
Consideration / Acquire/
Awareness Evaluation Purchase Use Advocate
Perceptual Interest Implement
Journey of
the Need to
Unaware of Want to Obtain Solution Use and Want to share /
Customer Understand Ready to buy
Capabilities investigate and Implement Maintain engage
Value
Marketing Conversion Sales Conversion Post Sale Experience
• Understand how customers buy, and their decision stages
• Align programs and campaigns to decision points and deliver via
customer-preferred channels

7. Pathway to Tapping Marketing’s Potential - Step 3
3
Operational Measurement & Alignment
Operational Measurement & Alignment
• Measurement & clear accountability for marketing outcomes
• Productivity Measures – Are we delivering outcomes we
committed to?
• Efficiency Measures – Are we good stewards of allocated
company resources?
• Effectiveness Measures – Are the results achieving what we
intended?
• Marketing operations cadence
• Monthly operations reviews
• Marketing dashboards
• Monthly contribution and funnel analysis
• Quarterly Business Reviews (QBR’s)
• Annual strategy review and evolution

8. Marketing Measurement Using Scorecards
The typical CMO—according to our research—is able to neither measure nor systematically
communicate on the fundamental business processes in the marketing function and their
results. This can set the stage for a CMO's failure.
CMO Council Report – Define & Align the CMO
Scorecard Objectives ROI is a Mindset
Clarify and define the role and value of ROI is not a financial calculation. It is a
marketing measurement mindset that requires you to
Enable a learning organization that makes continually ask the following questions:
decisions on facts supplemented with
experiential intuition rather than lots of Objectives: What am I trying to achieve?
intuition punctuated by a few facts; Audiences: Who am I trying to impact?
Creates a culture of performance and Metrics: How will I define success?
success and provides a tool to Resources: What will I need to invest?
communicate why/how marketing matters Results: How well did I do?
to the business Learning: How can I do better next time?
Elevate marketing accountability to earn
the trust and confidence of the CEO, the
CFO, and others throughout the company.

9. Category Spend Analysis – A 1st Step
Toward ROI-driven Marketing

10. Structured Analysis Approach
Return on Marketing Investment (ROMI) – Category Spend Analysis Framework
Evaluate Spend/Cost Evaluate Share of Evaluate Within
Driver Categories Spend Category
• “Should we be • “Are we spending • “Are we
spending on this the right maximizing the
at all?” amounts?” opportunity?”
• “Are we ignoring • “Should we • “Is marketing
good allocate more to connected to
opportunities?” `X’ and less to sales? Are we
• Category `Y’?” generating
examples: online, leads?”
traditional media, • “Can we approach
trade shows this category
differently?”

11. Availability of Data Will Drive Precision of Analysis
• Quantitative Sources
– CRM data
– Survey data
– Benchmarking data
• Qualitative Sources
– Staff interviews (chiefly inside & outside sales)
– Channel interviews (dealers, distributors, sales agents etc.)
– End customer interviews
If mostly qualitative input is available, then implement change as a series of
measurable test and learn exercises

12. Process Based Analysis – Trade Show Example
Forward Analysis
Trade
Activity
Inside Sales Outside Sales
show
% of leads Resulting closed
Metric
# of leads resulting in sales (# & $
appts. value)
Reverse Analysis
Sample set Trace the history of the sale
Identify
of closed initial point
sales Where were the marketing of contact
touch points?
Which touch points influenced Was it a trade show?
the purchase decision?
Did the decision maker attend
a trade show?

13. About Lenati

14. Company Overview
OUR BUSINESS OUR PEOPLE
Lenati is a services firm that designs, implements and
As part of our drive to be a services industry leader in
optimizes marketing, sales and services experiences for
helping organizations maximize their market performance,
companies who want to build stronger customer
we have assembled a small, high powered group of
connection. We believe product innovation and pricing
professionals and strategic partnerships that help us deliver
are no longer sufficient to drive competitive advantage –
innovative solutions that can help your organization make
today it depends on a company’s ability to deliver a
an immediate impact in the marketplace.
compelling experience across the entire customer
lifecycle. We have the solutions and the team to get you
there.
OUR SOLUTIONS
We have five core service lines that we use to deliver
stronger customer connection for our clients:
• Go to Market Strategy
• Market Assessment and Product Planning
• Marketing Program Design & Optimization
• Sales and Channel Program Design & Optimization
• Relationship Management and Influencer Program
Design & Optimization

15. Solutions
Lenati offers a complete set of solutions to help your sales and marketing
efforts to drive customer connection and satisfaction and increase revenue
Channel Support
GTM Campaign
Strategy & Strategy &
Plan Strategy
Execution Org. Design
Customer Partner Cross-Sell
Business Plan Customer Customer
Loyalty & Strategy & Strategy &
Development Segmentation Experience
Retention Management Programs
Community & Tele/Online Acct Mgmt. Sales &
Competitive Pricing Influencer Sales Program
Strategy Marketing
Assessment Programs Strategy Design Processes
STRATEGIZE MONETIZE OPTIMIZE
Market Go to Market Marketing Strategy Sales & Channel Service & Marketing & Sales
Assessment Strategy & Programs Strategy Support Programs Optimization
Market Persona Relationship Lead Gen Satisfaction Marketing
Assessment Development Marketing Strategy & Programs Spend
& Sizing Programs Execution ROI
Product Sales & Comp & Sales & Sales &
Pricing
Roadmap Marketing Quota Service Marketing
Strategy
Development Alignment Strategy Alignment Analytics