Marketing Governance

Sales and marketing are many companies greatest costs. Yet few have any real idea how spending impacts business growth.

Its a familiar sound. While most companies are aware that their marketing department does something useful, or at least does something that costs a lot of money, they find it difficult to prove exactly how Marketing contributes to the bottom line. Software vendorEloqua recognizes the problem and tries to change this situation by educating CEOs and CFOs still doubting the accountability of Marketing.

Revenue Performance Management is the way to gain more insight into the revenue generated by Marketing and Sales, says Eloqua. By assessing Marketing performance on five parameters (Reach, Value, Conversion Rate, Velocity, and Return), Marketing can change from an art into a science.

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Definitive Guide to Sales Lead Qualification and Development, Marketo have collected seven ways in which Sales Development can enhance revenues:

1. More consistent and better quality follow-up on leads = better conversion of leads into opportunities. Marketers live and die by whether their leads turn into opportunities. So when you have a qualified lead, you don’t want a sales rep to call once and leave a voicemail. You want someone whose dedicated job in life is to reach your leads, overcome objections, make sure they are a fit, and get them connected to sales teams.
2. Faster lead response times = better conversion rates. When a lead submits an inquiry on your website, the faster the response the better. According to a Lead Response Management study, the magic number here is five minutes. A five-minute lead response means you’re four times more likely to qualify that lead than a 10 minute response, and a staggering 21 times more likely to convert than after 30-minute wait. SDRs can focus on this fast response time whereas it will never be a quota-carrying reps top priority to jump on an inbound lead. Read More

Eloqua makes it easy to see how marketing drives revenue so you can make better decisions about where to spend resources.

In the eyes of many management teams, marketing is still an art instead of a a science. The need to prove the contribution of Marketing towards company revenue is evident and urgent. Getting the right statistics and financial data is key to proving the worth of Marketing to any organization. The Revenue Performance Management solution by software vendorEloqua helps with this. It offers a variety of dashboards, data, and metrics. Almost anything to do with Marketing and Sales can be measured and analyzed, it seems: data on the cost per response, lead and opportunity. The reports are interactive and can be easily shared so everyone can see where investments need to be made.

Knowledge really is power, according to Eloqua. This solution might just put the power in the hands of marketers. .

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The company claims it now has over 100 customers using the product. The company also recently doubled the Spark sales team to support the swiftly growing small business channel. Read More

Marketo last November. Neolane announced the funding will be used to expand the company’s presence in the global marketing technology industry, particularly in North America, by bolstering its own sales, marketing and product development efforts.

Battery Ventures Vice President, Morad Elhafed, said:

Neolane has successfully carved out an impressive footprint within the marketing technology space. We are optimistic about Neolane’s expansion goals and the overall future growth trajectory of this category. Read More