Marketing's Most Critical Role: To Prove

ROI

Neil ArmstrongHead of Group Marketing Sales EffectivenessNeil.Armstrong@spacesolutions.info @armstrongnj

Managing expectations

What would non marketing stakeholders

say marketing does?

• Support Sales• Increase awareness• Organises events• Develop sales collateral• Manage the website(s)• Manage SEO• Advertising and PR

What would we like them to say?

• Revenue generators• Revenue generators

• Increase the size and quality of our prospect database

• Provide sales with Marketing Qualified Leads (MQLs)

Thinking about a Scorecard: Qualitative v Quantitative

Qualitative

• Surveys – Expensive and not often repeated

• Web stats – Who?• Email opens and click

throughs – Campaign success?• Etc.

Quantitative

• Revenue generated - £• Prospect Database – Size and

Quality• Number of MQLs identified• Number of MQL converted to

sale• Measure Pipeline of prospect

engagement – Profile Scores

Selling the concept internally: Embracing change

Recognise the challenges

Building the vehicle (Infrastructure):• Lead Nurture Platform• Technical support• Website(s)• Strategic clarity and direction• CRM integration• Processes – Sales and Marketing• Team structure• Budget

“The Fuel”• Content

• Insight• Value• Buyers Needs• Buyers Cycle

Building a process: Reach – Nurture – Acquire

Reach• Database• TAM• Stakeholders• Build

Nurture• Content• Alignment

with buyers cycle

Acquire • Lead Scoring• Profiling

The Space Solutions Challenge

SpaceGroup

Summarising Performance

Revenue Marketing: Delivering ROI in “£”

TIME PERIOD MQL-TO- SQL SQL-TO-CLOSE MQL-TO-CLOSE

Month 1 3.2% 18.7% 0.6%

Month 2 6.3% 19% 1.2%

Efficiency and Affectiveness

Neil ArmstrongHead of Group Marketing Sales EffectivenessNeil.Armstrong@spacesolutions.info @armstrongnj