Why Your Marketing Leader Should Be Tracking Down Stream Performance Data

The role of the marketing leader has evolved from a focus on brand and awareness to one that requires accountability for revenue. But many marketers still lack the visibility they need to see how their programs are contributing. This is especially true in an enterprise setting, where many businesses have multiple consumer touchpoints, complex customer journeys, and a decentralized approach to digital marketing. In this post, we'll explore how your organization can get more insight into how it's performing across all these channels. We'll discuss why tracking down stream performance data is important for every marketer—not just those who work at large companies or agencies—and outline how organizations can achieve single customer view (SCV) through technology and organizational alignment in order to make better-informed decisions about their marketing expenditures.

Marketing leaders need to be increasingly accountable for revenue, but many lack the visibility they need to see how their programs are contributing.

Marketing leaders are becoming more and more accountable for revenue. As a result, you need to be able to show how your programs are contributing to sales.

The problem is that many marketing leaders don't have the visibility required to see how their programs are performing across the sales funnel. This can lead them down the wrong path, spending money on ineffective campaigns or not being able to make adjustments when something isn't working.

But if you have all of the data in one place—and can create reports based on this data—you'll be able to provide valuable insights into how each program is contributing towards different types of conversion goals (e.g., lead generation, e-commerce purchases).

Marketers need a way to track and measure marketing programs in a way that business leaders can understand.

Marketers need a way to track and measure marketing programs in a way that business leaders can understand, so they can be increasingly accountable for revenue. But many lack the visibility they need to see how their programs are contributing.

Solving this problem starts with the notion that marketing leaders need to understand what revenue is being generated from content, social media, advertising and other channels in order to target the right customers with the right messages at the right time. Marketers need dashboards that provide insight into where sales are coming from so they can ensure they're focusing on areas where they have an impact on revenue generation and customer activity. For example: if your company has 100 sales representatives working with customers each quarter, you'll want them focused on selling products rather than generating leads through social media or blogging activity because this takes away time from sales calls and meetings which generate actual revenue for your company (in addition to improving brand awareness).

This type of analysis is already possible thanks largely due technology such as Google Analytics but it's not widely used yet by companies who do not have dedicated digital analytics teams within them (when was last time someone told you about how many people visited their website?).

Measurement needs to align with how marketing teams are structured and how the customer journey evolves.

• Measurement needs to align with how marketing teams are structured and how the customer journey evolves.

Marketing teams are structured differently, so it’s important that measurement tools fit into your team’s workflow. This means measuring the right things and tracking performance in a way that’s easy for non-marketers to understand.

• Your marketing leaders need easy access to data so they can make decisions fast.

With new technology and organizational alignment, marketers can achieve single customer view and make better-informed decisions.

Today, marketing leaders have more responsibility than ever before. They’re expected to take the lead on customer experience and sales performance, while also acting as an expert in digital channels. In order to meet these expectations, marketers need access to data that provides insight into how their programs are performing. With new technology and organizational alignment, marketers can achieve single customer view (SCV) and make better-informed decisions about how best to align their efforts with business goals. The ability for a CMO or VP of Marketing to demonstrate true value from their initiatives is becoming increasingly important as customer loyalty shifts from brand preference towards personalized experiences at scale – which means that it’s crucial for marketing teams to be able to track down stream performance data across all channels in real time!

Marketers who don't have an accurate view of their customers may be missing out on opportunities to grow revenue.

Marketers who don't have an accurate view of their customers may be missing out on opportunities to grow revenue.

You might think that your marketing programs are working, but if they're not tracking down stream performance data, then how can you tell? You need a way to track and measure marketing programs in a way that business leaders can understand.

Conclusion

Marketers are often focused on their core responsibilities and may not have the time or resources to understand how their programs affect revenue. This leads to less accountability and missed opportunities for growth within marketing teams.