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Your worst nightmare: Tying marketing spend to revenue

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Your worst nightmare: Tying marketing spend to revenue

It's a nightmare that every marketing leader can relate to.

The phone rings. It's the CEO. It may as well be that guy from Scream.

You'll be presenting to the whole company on marketing's contributions to the company's bottom line. Where to start?

With a trick or treat bag full of tools to track and measure performance (marketing automation software, Google Analytics, a CRM with a woefully complicated and underpowered reporting system) at your fingertips, it's still nearly impossible to connect all the dots, let alone map your contribution to revenue. Even knowing what you need to measure, this is a serious spreadsheet project. This could take days. Weeks. You're lost, like Jack Nicholson in the hedge maze at the end of The Shining.

RƎⱭЯUM. RƎⱭЯUM.

Time to get coffee.

It feels like a nightmare. But it doesn't have to.

With GoodData Marketing Demand Analytics you can resuscitate data from any source (even that cobweb-filled internal database) and aggregate it into a living, breathing, fully interactive dashboard. Suddenly, the connection between sales, event sponsorships, marketing emails and pay-per-click campaigns are displayed in front of you, ready to be sliced, diced and explored at your whim. You're all-powerful, like a benevolent "Carrie" that just happens to work in corporate marketing.

Treat yourself to five marketing reports that answer historically trick questions:

Trick: How's marketing doing?

Treat: An executive overview dashboard with an at-a-glance view of how leads and MQLs are progressing against goals.

Your worst nightmare

Trick: What's marketing's contribution to revenue?

Treat: A demand pipeline that correlates expected + won pipeline revenue with marketing-sourced contributions.

Your worst nightmare

Trick: What are our top performing lead sources?

Treat: A view of the fastest and highest-converting leads by source, for any given date range.

Your worst nightmare

Trick: Which leads are converting?

Treat: A view of your lead funnel that shows how leads by stage are moving.

Your worst nightmare

Trick: Should we attend that event again?

Treat: A view of revenue contribution by lead source conversion percentage.

Your worst nightmare

This nightmare is starting to feel a lot less like Halloween. Marketing can now prove its contribution to revenue and field even the toughest questions from the CEO. You're a hero - like Van Helsing, but without the crossbow.

It's starting to feel a lot like Thanksgiving.

With all of your newfound power, what keeps you up at night now might just be the endless possibilities of your data. Just be careful not to over-analyze, or you'll wind up with another nightmare altogether. If you're not sure where to start, we can help.

Written by GoodData Author  | 

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