To help people see the true value in marketing, you have to disconnect the marketing process from transactional sales. “You need to make the intangible become tangible,” according to the article.
You can do this through a combination of sharing data, showing the relationships you’ve cultivated, and demonstrating how your campaigns have helped the company sell. Showing what a lead costs and how it was fed by your marketing efforts is crucial. Here are some important takeaways.
- Data: “Data makes up the raw ingredients in your recipe, but metrics are what you get after you cook everything. Raw data can be shaped in many ways, but metrics allow you to show just what the data truly means.”
- Relationships: If you reach out to a customer, there is a chance they will think about you. But you have to find the right balance between upkeeping the relationship and smothering it.
- Sales: “What do you think your sales team’s time is worth? Marketing frees up your salespeople from dead ends and helps keep other parts of your workplace functioning with synergy instead of working against each other.”
- Return On Investment: “The ROI you get from your marketing is going to depend on just how you approach the process and how you figure out your results.”
