Setting Your Marketing Team Up For Success in 2015

I just read a great blog called How to Set Up Your Marketing Director to Fail by Michael Reynolds, the President and CEO of SpinWeb.  As a marketer just reading some of these made me shudder (having been through some of them in my professional life).  Being given unrealistic deadlines and dealing with changing goals is no fun.  Using tools that don’t get you the data you need is super frustrating. Not having a set marketing budget,  being held accountable for things beyond your control (like say a hard revenue number), and being kept separate from sales sucks pretty hard too.

However there was one piece in here that is actually not as tough to fix as you might think.  That is getting marketers the right tools to succeed.  For most marketing departments this starts with getting something in place to send emails and host landing pages.  A lot of companies use marketing automation tools like Marketo, Pardot, Eloqua, etc. for this and to really enhance their inbound and outbound marketing efforts.

That is a great start to get the leads flowing in initially.  But what happens when you need to figure out which campaigns to repeat and sales doesn’t believe any of your data because it is outside of Salesforce (the whole being kept separate from sales thing)?

The best way to do this is to track and measure all your marketing data right inside of Salesforce.  This lets you see the end-to-end results of your campaigns, how the marketing-to-sales hand-off is working, which campaigns source more opportunities for sales, and how much your campaigns actually influence revenue.  Salesforce can (and should) be the one source of truth for all your sales and marketing data.

This lets you find bottlenecks in your demand generation process (specifically if it takes too long for leads hitting a score threshold to be accepted by sales or if those leads get consistently disqualified by sales but you don’t know why).  It also lets you tie marketing campaigns to a specific pipeline and revenue number which can take care of some of those other problems like having changing goals, no set marketing budget, and being held accountable for things you have no control over.

Getting accurate data showing exactly how marketing contributes to revenue and how sales interacts with the leads that marketing passes over lets the executive team determine goals for marketing that make sense and actually plan out a real marketing budget to achieve those goals.

So what are you waiting for?  Set up your marketing team for success this year and get them the marketing analytics they always wanted!

Josh Rosenberg

About Josh Rosenberg

Josh earned his MBA from Santa Clara University's Leavey School of Business in 2012 with a concentration in Marketing Management. Previously he worked in marketing at Zscaler, Inc. and is currently the Marketing Manager for Full Circle Insights.