It's no surprise that marketers are talking more about revenue now than ever before. Marketing is increasingly on the hook to generate (and more importantly, prove) that the programs it puts in place have a direct impact on overall revenue. Often, the budget they are given by executive leadership--most likely based on last year's numbers--is the "pole in the ground" around which all their activities revolve.
The challenge is that often this budget is spent on activities that are skewed toward the top of the funnel or that are not necessarily aligned to revenue. So how can they possibly balance this budget and prove it is aligned to their assigned revenue contribution? The key is to find the right mix of "muscle" (volume) and "brains" (improved conversion).
This executive overview explains how to get their in four practical steps:
Establish a model and framework that links marketing investments to revenue.
Perform a bottoms-up reality check.
Size the gap between your current state and your target revenue goal.
Find the balance: Increase volume at the top of your funnel while improving conversion throughout.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
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