Bonnie Crater, CEO of Full Circle Insights discusses how to evaluate their marketing analytics solution, marketers should ensure that their system’s data matches sales’ numbers, make sure that they have maximum funnel visibility and confirm that the system provides access to numerous attribution models
The use of marketing technology (martech) has skyrocketed over the past few years. Companies are looking for new ways to apply insights from data to generate leads that will ultimately result in sales, but other trends also drive the widespread adoption of martech.
In the B2B space, the longer sales cycles — and the fact that many buyers don’t show up on sales’ radar until much further along in the buyer journey — means marketers’ revenue generating responsibilities have expanded. In the past, marketing generated leads early in the cycle and handed them off to sales, which then took over lead-nurturing activities. Those days are gone.
In today’s data-driven economy, marketing must shoulder more of the load and demonstrate its value. Marketing analytics solutions generate data, which is crucial in a modern business environment. But while more marketing performance solutions are available today than ever before, how do you know you’ve chosen the right one? Here are three signs your analytics solution may not be a good fit:
- Marketing and sales numbers don’t match: Marketers frequently resort to performance management solutions that are not integrated with their sales colleagues’ CRM platform. In many companies, CRM platforms like Salesforce function as the de facto revenue reporting system, and when the numbers don’t match up, it can seriously damage marketing’s credibility and the ability to generate conclusions about performance.
- System doesn’t provide full funnel visibility: Now that marketing nurtures leads through a larger portion of the sales funnel, it’s critical to have full funnel visibility. Yet too many marketing…