How do you prove marketing efficiency in 2023? Because of the complexity of B2B sales, this has never been an easy question to answer. And attributing deal success to just one or a few Marketing or CX activities is too simplistic an idea.
In this article, I will share predictions on this topic: How do you prove your ROI in Marketing? And CX?
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80% of organisations that do not have a focus on customer experience with their brand will have to prove the need to put budget into CX, and what it delivers. And some of these organisations will disband CX teams that cannot show the right metrics. (Forrester)
Answers to the ROI question vary based on the actual question: Do you need to prove the contribution of marketing? Increase spending efficiency? Identify the most efficient campaigns? Whatever question you ask, you are likely to come up with different numbers.
With the rise of ABM, we see new types of KPI emerging. Namely, with account-based marketing and sales, we look at metrics on insights on stakeholders, buyer groups and influenced deals and deal sizes. Ideally, marketing looks at how they can contribute to efficient campaigns, meaningful interactions and customer engagement.
Whether in marketing, sales or customer experience programmes, the key principles for better ROI are:
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