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Connect Marketing to Revenue With Performance Measurement

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Connect Marketing to Revenue With Performance Measurement Even as the fields of marketing and analytics progress toward more focused, data-driven insights, it remains common for marketers to focus predominantly on marketing-specific metrics—things like leads, bookings, site visits, event sign-ups, etc. Don't get me wrong. All of these constitute important milestones in customer experiences with your brand, and they are critical in driving conversion as well as promoting ongoing customer engage- ment and loyalty. The problem? None of these events show up on an income statement. In the end, it's revenue and profitability that really drive businesses forward. So how can marketers demonstrate that their ac- tions directly impact their organization's key financial metrics? The answer lies in performance measurement, an approach to attribution that focuses on inves- tigating the revenue impact of all your marketing, sales, and customer retention efforts across the entire customer lifecycle. Assembling and analyzing the right breadth and depth of data to effectively gauge revenue im- pact in each of these areas can seem daunting, so we've laid out four steps to help you move your business toward effective performance measurement. 1

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