Crack the Code:Getting C-Suite Buy-In for Your

Marketing Tech Purchases

Kristin Hambelton 04/21/2011

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Elusive ROI

Resources to Help You

KPIs to Make the Case

Finding the Money

Wrap-Up

Agenda

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About Neolane

Conversational marketing technology to build and sustain one-to-one lifetime dialogues across both

inbound and outbound channels

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The Ever-Elusive ROI

ROI continues to challenge marketers Chicken and egg quandary

Insourced or outsourced – you need to make your case

Other technologies may “cloud the business case”

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Resources to Help

Analysts Inquiry

Consulting

Research on purchase considerations

Vendor landscapes

Vendor websites Research documents

White papers

Case studies

Partners

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KPIs for Making the Case

Marketing Performance (Effectiveness)

Marketing Productivity (Efficiency)

Marketing ROI (Accountability)

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Marketing Performance (Effectiveness)

Revenue/Sales

Email-driven sales volume

Customer value

Net sales conversion rates

Reactivity rates (Hospitality)

Application requests (Financial Services)

Prospect Database Size

Marketing-sourced revenue/marketing-influenced revenue (B2B)

Number of leads passed (B2B)

Increase in qualified leads passed to sales (B2B)

Customer identification %

Click through rates; open rates; opt out rates

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Marketing Productivity (Efficiency)

More programs executed than the previous year

Time taken to create communications cut in half

Narrowed campaign analysis time

Reduced campaign turnaround time

Increased response rates without increasing marketing spend

Reduced recurring costs

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Finding the Money- Three Ideas

1. Insource vs. outsource

2. Consider different deployment/financing options

3. Remix/reallocate your marketing spend

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Wrap Up

ROI doesn’t have to be elusive

Use industry resources to help you make your case – insourced or outsourced

Find the KPIs that matter most in your business

Look for money in your current budget

Consider outsourcing

Evaluate different deployment/financing options