Marketing automation can positively affect a company’s bottom line by creating much-needed links between investment and ROI. For CEOs, it’s more important than ever to get confirmation that marketing efforts are paying off for the company. Without the proper web tracking methodology and assets in place that calculate return on investment, marketers and their CEOs are left without a clue as to whether or not marketing budgets are really worth it. Make sure to use marketing automation for transparent campaigns.
MarketingWeek magazine recently took on the issue of how much CEOs truly trust their marketers – a dubious question that undoubtedly causes stress for both CEOs and marketing teams. You can read the article (and the very relevant and insightful comments) at http://www.marketingweek.co.uk.
To summarize, the article suggests that 70% of CEOs surveyed earlier this summer in a project by Fournaise Marketing Group expressed a complete lack of trust in their marketing team’s ability to generate a positive ROI through their efforts. This begs the question – do these surveyed CEOs have a point, and is their dissatisfaction indicative of industry-wide views of marketers?
How Marketing Automation Makes the Difference
Accountability is the determining factor in whether a relationship between company executives and marketers is transparent enough to survive. Without some sort of measure of accountability, CEOs have no idea what their marketing teams are doing and whether the money spent results in any kind of return over the long term.
Tracking metrics is what defines that level of accountability. With solid numbers in place, even CEOs who micro-manage advertising campaigns won’t be able to deny the effectiveness or ineffectiveness of their ideas. With marketing automation, a solid set of tools that track advertising campaigns across platforms provides metrics that can’t be ignored. When CEOs and marketing teams have access to these metrics and use them to make marketing decisions, transparency is a sure thing.
Developing the Right Relationships
One of the more interesting comments on the MarketingWeek article states that if CEOs want to see the true impact marketing has on their bottom line, they should turn their marketing efforts off for a while and see what happens. We can all likely imagine that scenario and predict the outcome.
Varying factors contribute to the trust CEOs have for their marketing departments, but transparency will always be one of those key factors. Using marketing automation tools like Lead Liaison to provide transparency in cross-platform marketing efforts can make more difference than you think. Not only does the right marketing automation company save money – it can repair a spotty relationship between departments.
Visit Lead Liaison today to find out how transparent your marketing efforts can be!