• Being too heavily influenced by business requirements from the field
• Trying to change from an activity-based environment to an automated scoring strategy
• Being able to showcase marketing's impact on revenue to senior leadership
• Ensure common understanding between sales and marketing on aligned measurement across the organization
• Define key components of lead generation service-level agreements (SLAs) in order to improve sales and marketing alignment and performance based on needs
• Establish agreed upon KPI definitions, indicators, measurement processes and their value to the organization
• Gain alignment regarding marketing sourced and marketing influenced revenue
Once you develop an aligned measurement framework, you can expect to:
• Gain cross-functional buy-in from sales and marketing as well as the worldwide team members on standard key performance indicators
• Identify and close gaps in the current measurement process to better leverage marketing and sales resources
• Establish an ongoing governance process to set expectations and drive adherence
• This is a one-day workshop for 10 - 12 participants
• Key participants involved in the workshop should include the executive leadership, as well as marketing operations, demand specialists, systems administrators, CRM /MAP specialists, campaign planning, marcom, sales operations and data analysts
• Qualitative and quantitative data, including surveys and interviews of key stakeholders, are used to inform recommendations and develop an action plan customized to your organization
• A customized template for building a pragmatic measurement plan linked to business goals and outcomes
• Clarity and agreement on measurement definitions
• Tips for evolving the measurement strategy into campaign, functional and geographic blueprints
• A roadmap for future advisory service inquiries to ensure ongoing support and success