It takes more than the addition of people to effectively grow sales. To achieve scale, you need to blend new processes and new technology into your firm. To know that these initiatives are working and producing positive marketing ROI, you need to measure them. As the old saying goes, “you can’t manage what you don’t measure.”

Analytics

We expect most functions in our company to be measured against quantifiable goals; we believe that this same accountability applies to marketing. Thankfully, the science of measuring marketing activities has matured greatly in the past decade. Whether you’re tracking clickthroughs, win/loss ratios or cost of acquisition, we can help you understand the Key Performance Indicators (KPIs) and the right performance measurement framework needed to oversee your sales and marketing efforts. These metrics can be deployed as a dashboard that shows the ROI for your marketing activities. Because we work with both small and mid-sized technology firms, you can know how your best practices compare to the results achieved by others at the same growth stage as you.

Automation Platforms

While everyone knows that you need automated solutions to achieve scalable growth, implementing marketing automation tools is often-times a risky business. We never recommend technology for technology’s sake; it’s viewed as a tool, only worth using when it pays for itself in increased potential sales. Whether it’s identifying requirements, selecting or implementing, leveraging our experience in automation solutions gives you sure-fire assurance that your automation initiative will get results.

We specialize in the following technologies:

Customer Relationship Management (CRM) – These enable you to run sophisticated campaigns via email and social media, keeping sales prospects ‘warm’ and identifying those in the funnel that are nearing a buying decision. CRM systems are the backbone for most demand generation efforts and provide the metrics that fulfill the demand generation’s promise of predictable sales revenue.

Web Analytics – Though the choice of tool is simpler (Google Analytics suits most firms’ needs), special configuration is needed to track conversions properly, so you know the effectiveness of your landing pages, email blasts and other online campaigns.

Content management systems (CMS) – These allow you to have up-to-date content, be it a straight promotion or more of a soft-selling vehicle like a corporate blog. Demand generation campaigns can point to customized landing pages. Leveraging the special navigation and linking capabilities of CMS packages will enhance your search engine visibility.

Marketing automation solutions – These systems allow you to track and report on all activity that touches a prospect for a full view of your marketing campaigns, also known as closed loop marketing. By tying leads back to their marketing activities, you can see how your leads develop, thus telling you what nurturing activities work. By using profile-based lead scoring, you can find predictors for when someone is ready to buy and inform sales of the best time to engage prospects. Marketing automation systems also leverage your CRM data, creating dynamically-segmented lists that you can reach with tailored offers. All these strategies serve to increase prospecting effectiveness and shorten time-to-revenue.