Does your Marketing group focus on how many leads were passed to sales, views and impressions of advertisements, website traffic stats, social media followers and trade show booth visitors? If yes, you are focusing on marketing activities – and not revenue-impacting metrics! This workshop will discuss how to build a marketing ROI model that shifts the perception of marketing from a cost center to a revenue center. Learn how you can stop reporting on marketing activity and start showcasing pipeline influence and deal contribution.
This interactive workshop will allow participants to:
- Outline the types of metrics tracked at their own organizations
- Understand the most-requested metrics from CEOs and boards
- Learn how to utilize key features in Marketo, including revenue-cycle analytics, to build a general marketing ROI model for their organizations
This workshop is led by a current marketing and sales industry analyst and former global head of marketing and sales operations for several venture capital and private equity backed companies, Cindy Zhou. Cindy was also one of four finalists for the 2016 Revvie Marketing Executive of the Year Award.