{"id":8446,"date":"2024-08-15T14:31:25","date_gmt":"2024-08-15T14:31:25","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/measuring-marketings-impact-from-metrics-to-growth\/"},"modified":"2024-08-15T14:31:25","modified_gmt":"2024-08-15T14:31:25","slug":"measuring-marketings-impact-from-metrics-to-growth","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/measuring-marketings-impact-from-metrics-to-growth\/","title":{"rendered":"Measuring marketing’s impact: From metrics to growth"},"content":{"rendered":"


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Marketing ROI. The two most hopeful \u2014 yet sometimes frustrating \u2014 words in business. Here\u2019s why: Marketing impact can be a double-edged sword. It fuels future sales and shapes brand perception, both undeniably crucial, but notoriously tricky to measure. That\u2019s where you, the marketer, are challenged to translate marketing into hard numbers, proving its worth beyond a flurry of activity.<\/p>\n

While revenue growth is prime currency, there\u2019s a deeper truth. Phil Knight, co-founder of Nike, said, \u201cMarketing is no longer about the stuff that you make, but about the stories you tell, the connections you make, and the value you deliver.\u201d<\/p>\n

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\"Screenshot\"Screenshot<\/figure>\n<\/div>\n

True value isn\u2019t just a sales bump. It\u2019s building a brand story that resonates \u2014 forging connections that turn customers into loyal referrals and delivering an experience beyond the solution. That\u2019s the \u201csecret\u201d for sustainable growth, not a fleeting sales spike.<\/p>\n

The challenge doesn\u2019t stop there. While ROI provides a common language, the perception of value can differ greatly across functions.\u00a0<\/p>\n

Consider this view from IT, via Warren Street, former SVP of Cloud Engineering at U.S. Bank: \u201cEngineering builds it, Marketing translates it. Through clear communication, marketing ensures the product features land as promised, maximizing its value.\u201d\u00a0<\/p>\n

While finance sees marketing\u2019s greatest impact on revenue growth, sales values its ability to deliver leads. Within marketing, there should be more focus on brand awareness versus driving immediate conversions.<\/p>\n

Delivering marketing value across the enterprise<\/h2>\n

Marketing\u2019s impact extends beyond lead gen and crafting campaigns. It\u2019s a strategic powerhouse intersecting with every aspect of the business. Aligning with business objectives is critical to demonstrating real value. Here are three ways marketing can shift focus from metrics to meaningful business impact.<\/p>\n

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  1. Build a brand that fuels demand. <\/strong>A strong brand commands loyalty and advocacy. Marketing does this through compelling narratives and seamless, sticky experiences. \u201cPerception is everything. Marketing adds value by telling meaningful stories that give credibility and inspire action,\u201d said Frank Mesa, General Manager of Sports & Entertainment at Microsoft. \u201cMarketing provides content that educates and equips teams with key talking points to drive client conversations. And creates unforgettable experiences that leave a lasting impression.\u201d Forging a distinct brand identity, lets companies outshine competitors and capture premium value. A strong brand is the foundation for successful demand generation.<\/li>\n
  2. Accelerate revenue growth. <\/strong>Marketing is the engine that accelerates sales. By truly understanding customer needs and market dynamics, marketing develops compelling value propositions and generates qualified leads. \u201cMarketing, at its best, is the strategic intelligence fueling sales growth,\u201d said Allen Richey, Chief Operating Officer at PacTech. \u201cBy uncovering customer and competitive insights, marketing develops effective positioning that empowers sales to acquire new customers and increase revenue.\u201d<\/li>\n
  3. Ignite Innovation. <\/strong>Marketing is pivotal in identifying emerging trends and customer needs. By partnering with product development, marketing provides critical insights and competitive intelligence to inform product strategy. This ensures alignment with market demands, leading to successful launches and sustained growth. \u201cMarketing reframes complex technical offerings into easily understood value propositions, helping customers visualize the final product,\u201d said Alan MacLeod, VP of Technology Operations at NBCUniversal. \u201cThis facilitates the sales process, promotes broader adoption, and maximizes the return on technology investments.\u201d<\/li>\n<\/ol>\n

    Marketing is a significant investment requiring measurable returns. You must identify the KPIs that resonate with stakeholder goals and advance the business. Prioritizing initiatives that deliver on these KPIs lets marketers allocate resources strategically. This isn\u2019t just data-driven; it\u2019s essential business acumen.<\/p>\n

    Marketing: The business multiplier<\/h2>\n

    Marketing isn\u2019t an expense; it\u2019s an investment in future growth.\u00a0<\/p>\n

    \u201cMarketing keeps your company prepared for unexpected obstacles. Its value is most evident during unforeseen challenges,\u201d said Michelle DeFeo, President at Champagne Laurent-Perrier US. \u201cSuccessful marketing builds long-term customer loyalty, making them less susceptible to competitors\u2019 discounts or incentives. How inelastic is demand for your products when you need to raise prices due to sudden increases in cost of goods sold? The answer reveals the value of consistent marketing.\u201d<\/p>\n

    Dig deeper: How additional information changes customer value assessments<\/a><\/em><\/strong><\/p>\n

    By focusing on brand strength, revenue growth and innovation \u2014 marketing propels business forward. Growth is a universal priority, and marketing is the catalyst that ignites it.<\/p>\n

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    \"2024\"2024<\/a><\/figure>\n<\/div>\n<\/div>\n

    Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n


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    Marketing ROI. The two most hopeful \u2014 yet sometimes frustrating \u2014 words in business. Here\u2019s why: Marketing impact can be a double-edged sword. It fuels future sales and shapes brand perception, both undeniably crucial, but notoriously tricky to measure. 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