Issue link: https://resources.demandgen.com/i/853075
Take the first step by contact us at: www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 15 The place to start is with interviews: the executive team, the head of Sales, other key stakeholders. Discuss what types of information they would like to see from Market- ing. Executives really don't care about open rates and page views. What data will be helpful to them? When in doubt: leave it out. Of course you should measure the impact of all key activities, but don't report on anything that is not directly relevant to organizational decision-making—although you may track it for internal Marketing purposes. Emphasize financial outcomes over marketing activities, transforming the perception of Marketing from being a cost center to being a revenue center. To develop a metrics-driven marketing culture, you should: WHAt'S next? Does all this sound like a lot to do? It is... but that's the fun of it! If your company, like most, is relatively new to marketing automation and wants to get full value out of it, work with an experienced marketing automation consultancy to help you implement these programs using best practices. At DemandGen, we have not only deep marketing automation expertise and experience, but also the models, recipes, templates, tools, plans, and processes to put you on the road to success quickly and effectively. This is an exciting time to be a marketer! You finally have the tools to drive revenue and be a hero to the Sales team. DemandGen can help you every step of the way. 1. Build a process around advanced planning/forecasting of lead generation and lead nurturing programs 2. Define KPIs for executive, operational and tactical levels 3. Create simple yet effective reports for presentation and analysis 4. Dedicate a resource who has experience with analytics to collect and report on them 5. Take the time to explain the KPIs and how to interpret them to those who will view them 6. Enhance your website, campaigns, and CRM for proper tracking of data that flows into your reports 7. Design your marketing programs from the start to be measurable