Marketing is one of the most important functions of any organization. It is the process of identifying and satisfying customer needs and wants through the creation, promotion, and distribution of products and services. However, marketing is also one of the most expensive and least understood organizations in any company. This is largely due to the fact that marketing is constantly changing, and it can be difficult to measure its impact on the bottom line. In this article, we will discuss why it is important to get command and control of the marketing spend and measure its impact in a detailed and methodical fashion. We will also explore the importance of integrating marketing and sales strategies.
Marketing is Expensive
Marketing can be one of the most expensive functions in any organization. According to a recent study by Gartner, companies spend an average of 12% of their revenue on marketing. This makes marketing the largest expense after cost of goods sold (COGS) and labor costs. With such a large investment, it is essential that companies understand how to maximize their marketing spend and measure its impact.
Marketing is Least Understood
Despite its high cost, marketing is also one of the least understood functions in many organizations. According to a study by Forbes, only 21% of CEOs feel confident in their CMO's ability to measure marketing ROI. This lack of understanding can lead to misaligned strategies, wasted resources, and missed opportunities.
Command and Control of Marketing Spend
To get command and control of the marketing spend, companies need to have a clear understanding of their marketing objectives and how they will measure success. This requires a methodical approach to marketing that includes a detailed marketing plan, clear performance metrics, and a process for continuous improvement. By taking a methodical approach, companies can optimize their marketing spend and maximize their return on investment (ROI).
Measuring Marketing Impact
To measure the impact of marketing, companies need to track performance metrics that are directly tied to their marketing objectives. These metrics may include website traffic, leads generated, conversion rates, customer acquisition costs (CAC), and customer lifetime value (CLV). By tracking these metrics, companies can determine which marketing campaigns are most effective and make data-driven decisions about future investments. The final step in measurement is tying a dollar spent in marketing to a dollar (or $10) made through sales. This is something we at Mahdlo are very, very keen on.
Integrating Marketing and Sales Strategies
Another key factor in maximizing the impact of marketing is the integration of marketing and sales strategies. In many companies I’ve worked for, the Sales and Marketing organizations were not integrated and in many cases put at odds with one another. “Who’s fault is it we’re not making our numbers?” Is a question that has two very different answers depending on if you asked Marketing or Sales. The reality is that marketing and sales are two sides of the same coin, and they must work together to achieve shared goals. By aligning their strategies, marketing and sales can work together to generate more leads, improve conversion rates, and increase revenue.
In conclusion, marketing is one of the most important functions of any organization. However, it is also one of the most expensive and least understood. To maximize the impact of marketing, companies need to get command and control of their marketing spend and measure its impact in a detailed and methodical fashion. They also need to integrate their marketing and sales strategies to achieve shared goals. By doing so, companies can optimize their marketing spend, generate more leads, improve conversion rates, and increase revenue.
If you're not certain about the success of your marketing efforts, it's time to take action. Don't leave your marketing strategy to chance. Contact Mahdlo Executive Advisors today and let us help you take your marketing to the next level. Our team of experts has the experience and knowledge to guide you towards achieving your marketing goals. So, if you're ready to see real results and take your business to new heights, don't hesitate to reach out to us now. Let's work together to make your marketing efforts truly great!