Episode #29

David Lewis

Do you know why sales gets the big bucks? Because revenue can be directly attributed to their performance. Can marketing’s performance be tied to revenue? Finally the answer is yes and it’s essential to do so to change marketing’s perception from cost center to revenue generation.

In this episode, David explains what marketing should be measuring and the process for establishing your metrics and sharing them with the organization.

Who should own the responsibility for marketing metrics within your organization
Why you should start with the end in mind when it comes to designing your marketing dashboard
The essential metrics you should capture and report on
The four C’s of marketing metrics
The three categories of marketing analytics
Whether you should be using a BI tool or sticking to just CRM and Marketing automation
What campaign variables to include on your lead form submissions
Where to go for help and additional resources

For more DemandGen Radio podcasts, visit demandgenradio.com

About the Author

For more than 20 years, CEO David Lewis has been a pioneering innovator in digital marketing, and has overseen marketing for some of Silicon Valley’s leading technology firms. David and his team at DemandGen have been at the forefront of the transformation taking place in marketing by helping 100’s of the top sales and marketing teams around the world incorporate marketing technology to drive predictable and sustainable growth. David is an accomplished speaker, thought leader, host of DemandGen Radio, and author of the #1 book on lead management Manufacturing Demand.
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