How to Prove Marketing’s Worth


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As a Marketing Leader, your job is tough. You have to actively contribute to the revenue goal, and are judged on your ROI. But most Marketing Leaders struggle to measure their effectiveness. How good is your Marketing department? And more importantly, how does your CEO view your work? Is he/she seeing return on their Marketing investment? If your CEO isn’t happy, you won’t be around for long.

First, you must ask yourself a simple question. How can Marketing do more to help the bottom line? Download our research report, “How to Increase Marketing’s Contribution to 2015 Revenue,” here. It’s a great place to get started. The report will outline the pieces of a comprehensive marketing strategy.

One important aspect to consider is how your strategy will affect your peers. Your strategy has to satisfy your internal customers, the Sales Leader and the CEO. There are a couple of ways Marketing can help their Sales counterparts be successful.  Success for your Sales Leader means your CEO is getting value from Marketing.

Get More Leads

This starts with a demand generation process. This process should:

  • Generate demand and inquiries in both new and existing accounts.
  • Qualify, score, and grade leads.
  • Ensure inquiries are routed appropriately.
  • Measure effectiveness – is enough demand being generated to reach your lead goals?

Once your team has successfully generated interest in your offers, the next step is a lead management process.  This process should:

  • Define leads at each stage of the lead management process. Be sure your Sales counterpart agrees on these definitions.
  • Define nurture pathways and offers to be presented.
  • Define the role of a lead development rep. How will they manually nurture along the way?
  • Include playbooks and job aids to assist in lead management process.
  • Ultimately turn inquiries into sales ready leads.

By having these two pieces in place, you will be able to provide Sales with more leads. Not only will this help earn the trust of Sales, it will also prove Marketing’s value.

Enable the Sales Force

A lot of work has gone into generating interest and securing appointments. The last thing you want to do is lose all this work by not enabling the Sales team. The Sales force needs to have the right content at the right time. Marketing can provide these tools. 

There are a couple of questions Marketing Leaders need to ask first.

  • What does the Sales team actually need? Make sure you understand the objectives of the Sales Enablement team. Talk with your Sales Leader. Find out what is needed most. This will help create content that Sales actually uses, and your contribution will increase.
  • How do you make sure the team understands what’s available? You’ve figured out what is needed, and put a plan in place. Now you have to make sure it’s executed. The material will need to be packaged into a playbook, and reps will need to be trained. This will reinforce your sales enablement strategy and ensure success.


The bottom line remains that Marketing must continue to demonstrate their ROI. Helping Sales is one way to do this. 

Need more help?  Sign up for a 90 min. one-on-one session here. It will help you create a marketing strategy that proves Marketing’s worth.

Republished with author's permission from original post.

Christina Dieckmeyer
Christina Dieckmeyer serves as the Director of Marketing at Sales Benchmark Index (SBI), a professional services firm focused exclusively on sales force effectiveness. Christina uses marketing best practices and benchmarks to help SBI and their clients companies accelerate their rate of revenue growth. She is data driven, and focuses on execution based marketing strategies.


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