CHALLENGE: Our client was not able to determine what marketing activity contributed to revenue.
SOLUTION: Crimson analyzed what marketing systems and metrics our client was using, and showed them the data and systems integration issues that were preventing them from measuring effectively.
RESULTS: We created a data and systems improvement roadmap to improve their measurement. This roadmap enabled them to integrate different databases and marketing technologies to measure the impact of their marketing activities and to increase revenue.
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Eight out of ten companies understand they aren’t able to, and don’t know how to, measure marketing’s impact on revenue.
Our client was no different than the rest. Their marketing department was spending a lot of their budget and effort in an attempt to measure their results, but they were not able to connect any individual marketing activities to revenue.
Crimson Marketing approached this problem by helping our client understand 1) how they could better measure against their KPIs and 2) how any investment in marketing (e.g. channel, campaigns, activities, etc.) resulted in closed deals.
We worked with the marketing and sales teams to understand what each individual team was doing to contribute to revenue and what they could each do to improve. We interviewed each team to better understand their current status, and looked at what marketing systems and metrics they had in place. Ultimately, they needed to understand how to measure marketing in a way that enables marketing to optimize their results, and give sales the confidence that marketing is able to provide the best leads to them.
We discovered the client could measure marketing activities at a high level: marketing as a whole is spending X, and as a whole is producing Y, but our client couldn’t understand what activities filled the top of their funnel and what activities moved people through the funnel, and what mix of those activities contributed to sales results.
We created a data and systems improvement roadmap to improve their measurement. This roadmap enabled them to integrate different databases and marketing technologies to measure the impact of their marketing activities and to increase revenue.