In doing research for my upcoming white paper, I've discovered a repeating trait of those companies that are successfully navigating these tough economic times. For one, they are shifting the majority of their marketing spend from brand-building, awareness-creation into demand and lead gen, where they are better able to make business cases for the investments that they are making. They're able to show tangible results for what they're spending. Today every dollar being spent is being scrutinized and questioned by the finance people, and CEOs/CFOs want to see an immediate and tangible impact on opportunities and revenue. Having a real ROI attached to your specific programs is paramount.
That being said, the existence of some sort of lead generation model, that includes processes and measurement, make it easier to replicate certain steps, create testing scenarios and ultimately see the effects of your marketing program dollars. These data-driven results are what you will be needing to validate your plan and help make your case for existing budget, and perhaps increased budget if in fact your programs are performing well.
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