Silos between marketing and sales continue to be a challenge for professional service and B2B companies. Marketers find it hard to make the case that integration will bring more than reputational advantages. And because a short-term mindset prevails in many firms, it’s a significant challenge to track an integrated pull-push initiative through the sales funnel to actual booked revenues. Too much work! Too many moving parts!
But marketers can make the case that integration will improve internal productivity. Using actual or modeled salary and/or time expenditures for discreet marketing campaigns, marketers can show how a “before” effort takes longer time and more effort than an integrated campaign. This kind of demonstration might be compelling for senior managers who are looking for measurement tools that have real meaning for their companies.
Too many professional service and B2B marketers are either less than savvy on financial measurements or are actually not exposed to finance inside their companies. But measuring internal productivity offers a way for marketers to build the kind of financial acumen that demonstrates an understanding of their companies’ business. This activity would also enable marketers to integrate with their HR or finance colleagues, internally, using either real data or representative data. (“A non-integrated email campaign took our managers and marketing staff ‘x’ hours to produce. A similar integrated email campaign took 25% fewer hours!”)
Follow Suzanne Lowe on: