Cross-Blogging Content Stealing Feaver...Catch It!

Over at the sassy blog of the stars, Red Slice (now linked over on the right as another blog we here at the Performance Guys highly recommend), Maria brought up a topic that she and I have talked about on several occasions, that being the real impact of marketing on the bottom line. And that got me thinking to the impact of performance management on marketing

To paraphrase the gist of her entry, marketing is often censured when things are not going great, and not given nearly enough credit when they are. And to a certain extent, I suspect that will always be the case, as sales is always going to be as quick to blame when things are bad as they are quick to take the credit when things are good.

Additionally, it's also true that in many cases, the direct impact of marketing, or lack thereof, can be hard to attach to a given sale. Few are the clients who you'll actually get to say "we bought your product because of the nifty ad you ran in the Wall Street Journal last week."

But take marketing away, or cut the budget, and we give sales a convenient (and, truth be told, somewhat true) crutch to complain about the "lack of air cover vs. the competition," or the lack of leads in the pipeline (which, if my father, or perhaps George Castanza's father, were running things, would be solved by a simple "pick up the damn phone and call someone if you want a lead!") But I digress.

The point is that marketing often allows itself to fall into these defensive postures by often times not proving its worth or value to the business. And performance management can play a role in marketing just as it can in finance or operations or HR or any of the other disciplines.

Marketing departments are run by metrics--impressions, clicks, web hits, downloads, attendees, visitors--all these things are great first level KPI's that give us an indication of whether our marketing programs are on track. But they certainly don't tell the entire story or prove worth.

Actually that's in the next level down where you move from leads, to qualified leads, for instance. Was the person just visiting the website, or were they gathering information for a vendor evalutation they're about to do. How many of the webinar attendees have a current project budget? You get the picture.

Ultimately tracing the marketing activity through to the first sales call is a great measure to track marketing success for hi-tech companies, since advertising and brand building is not done on a huge scale. And while marketing can't make the customer actually sign on the dotted line, there are many metrics within everyone's business that give an indication of how well marketing is performing. Tracking these against goals and objectives linked to qualified deals is a sure fire way to ensure that you're getting the biggest bang for your buck on your marketing spend.