Accountable Marketing for Accountable Marketers

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Accountable Marketing for Accountable Marketers
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• Its All About Marketing
• Its All About Value
• Its All About Communication
• Its All About Accountability
• Its All About You

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Marketing Defined

• Marketing is the process of planning and
  executing the conception, pricing, promotion and
  distribution of ideas, goods and services to
  create and maintain relationships that satisfy
  individual and organizational objectives
• . AMA

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Marketing Accountability Demands Increase

• Long-term marketing functions lose out as
  pressure for better ROI and sales lead generation
  grows
• Kate Maddox, BTB magazine

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Inflection Point Cultural Shift
Accountability and ROI Measurement
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Time to Get Real

• Marketing in many ways has gotten a pass from
  being held accountable
• Marketing metrics have been soft measures,
  such as brand awareness and brand preference
• Jim Speros, CMO, Ernst Young

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The Corner Office

• CEOs and CFOs of major corporations hold finance
  organizations accountable for driving results,
  yet marketing has not historically been held to
  the same standard
• Now CEOs and CMOs are driving requests for more
  metrics and more accountability
• Jim Speros, CMO, Ernst Young

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Senior Marketing Executives Top Priority

• Accountability
• Building Strong Brand Franchise
• Dev. Integrated Marketing Campaigns

• 66

• 48

• 45

Association of National Advertisers 2005
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ROI Matters

• Booz Allen 66 of execs say true ROI analytics
  is marketings greatest need but most are still
  using surrogate metrics (e.g., awareness)
• CMO Council Study 80 of CMOs are dissatisfied
  with their ability to measure ROI

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Accountability ROI Real Leads

• ROI
• Actionable Leads

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Marketers Top Frustrations

• Lack of Senior Management Support
• Lack of Time and Resources
• Budget Constraints
• Inadequate Information

• 43

• 29

• 25

• 8

Patrick Marketing Group 2004
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Marketing Program Single Most Important
Measurement

• 32.9

• Lead Quality
• Sales Increases
• Lead Volume
• Market Share Gain
• Brand Awareness
• Cost per Lead
• Brand Preference

• 32.8

• 11.0

• 8.2

• 5.5

• 4.1

• 1.4

HEG 75 Senior Marketers 2005
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Methods Used to Tabulate Metrics
of Methods

• 17

• Lead Quality
• Sales Increases
• Lead Volume
• Market Share Gain
• Brand Awareness /Brand Preference
• Cost per Lead

• 12
• 4

• 2

• 2

• 3

HEG 75 Senior Marketers 2005
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Value Calculator

• Media Company
• Market Intelligence
• New Platforms
• Community Development
• Lead Generation
• Create Value
• Do Not Dilute
• Be Dynamic
• Knowledge Base
• Program Flexibility
• Integrated Packages
• Network

• BTB
• Upstream Down Stream
• Beyond the Norm
• Customers - Customers
• Leads
• Demand Value
• Do Not Bucket
• Expect Change
• Power of Knowledge
• Flexibility
• Broad Net Narrow Net
• Breath of Awareness

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Marketing is Serious Business
Sales Marketing

• Be Bold
• Have Passion
• Take a Stance
• Get an Attitude
• C- Attention
• Its Your Brand Its About You

Data
Value Filter
ROI