You can’t manage what you don’t measure.

Posted on Jan 28, 2018

It is easy to measure “sales” for a business

Sales, as most people define it, is a simple number. Checks get deposited, contracts get signed, cash registers ring. Easy peasy, do the math.

But but but … things get much trickier when you try to measure what leads up to the sale. The ROI of marketing tactics, for example. The lifetime value of a customer. The effectiveness of a particular sales message. The value of anonymous web visitors. Allocating budgets to optimize engagement. What assets (human/financial/intellectual) to assign to social media.

It’s no wonder data-driven people (like most CEOs) tend to distrust people (like many CMOs) who don’t always produce hard-number charts and spreadsheets.

The problems begin with inadequate measurement tools

You may have a CRM (like SalesForce or Zoho or HubSpot) but if it’s just a repository of data, your CRM doesn’t propel action. Here’s why.

You may use an email service provider (ESP) like MailChimp or Constant Contact, but it’s incomplete. Here’s why.

There’s an abundance of data that can help you measure and manage – but only if it’s integrated, dynamic in real time, action-oriented and practical.

Is your answer a Sales & Marketing Management toolkit?

Probably. We’re excited about helping you measure the ROI of all tactics, and an SMM platform is often the key. See this Prezi for our show and tell.

 

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