HOW TO: Measure your demand generation ROI
"What you measure is what you get"
Performance based marketing and ROI brings complex issues - not only do you need to know what to measure and how best to measure it, but there are also multi-departmental issues that sometimes arise.
There are also softer aspects to B2B demand generation such as awareness and profile building, which ultimately need to be factored in when determining overall performance. Just as sales teams are measured by their ability to bring in or grow customer relationships, marketing are asked how they can contribute to revenue growth and market share.
Here are some key underlying profit drivers and best practices to improve demand generation through a result based mindset, addressing some key 'day-to-day' issues that organisations face as they strive to achieve maximum ROI.