Thanks to marketing ops, the sting of the proverb “I know I am wasting half my advertising budget, but I don’t know which half,” is becoming less and less.
Marcom ROI is obtainable. But, before you push the send button or publish a single piece of content – be ABSOLUTELY SURE your team has a marketing operations analyst focused on developing ROI measurements. By measuring the return of each program, you’ll identify which sub-campaigns are truly working and prioritize around those. Once this metric tracking is in place, everything else within marketing will have definition and become aligned.
The end from this means (besides revenue) will be the HARD DATA you need to request (and receive!) more budget for investing in other programs and people.
Including your OWN salary.
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About Bradley:
"Bradley Smith is an incredibly creative and strategic marketer with strong content, data and tactical skills, and his marcomm programs are successful across the mosaic of marketing metrics: generating awareness, engaging community, acquiring leads and delivering sales.
Using a mix of channels – content, social, email, events, video and more – Bradley built PR Newswire’s Vintage brand into a top three leader in the SEC filings and regulatory compliance industry, alongside industry gorillas RR Donnelley and Merrill.
Bradley and I were senior members of the pioneering PR Newswire team that won the 2016 Marketo Revvie award for Enterprise Marketing Team of the Year. We were recognized for an automated demand generation program that achieved a 166% lift in qualified leads and a 361% increase in marketing-influenced revenue year-over-year.
Last points: he’s always thinking on new paths to differentiate products and, as a bonus, he’s a joy to work with."
Eva Rohrmann
Director, Product Marketing ~ Cision/PR Newswire