How to Report on How Efficient You Are in Driving Pipeline and/or Revenue
A Return on Investment (ROI) report is designed to help marketers determine the amount of revenue each of their marketing activities generates for the business, all channels included (both offline and online).
Why You'd Use This Report
Marketers should use an ROI report when trying to get a holistic overview of what channels, content, or campaigns are delivering the most revenue for the business, in order to make data-driven decisions around where to best spend their overall marketing budget. These types of reports include more than just paid advertisements, and consider marketing spend for activities such as Events, Email Marketing, Webinars, Organic Search, Website Traffic, Paid Social, Paid Search, Content Syndication, and more.
WHO THIS is valuable for
Depending on the size of your organization, you may have different stakeholders. If you're a small business or midsize enterprise, this data will be valuable for:
- Demand Generation teams
- Marketing Analysts
- VPs of Marketing
- Chief Marketing Officers
- AVPs, VPs of Sales, Chief Revenue Officers
If you're an Enterprise organization, you can expect this data to be valuable for all of the above roles, aside from AVPs, VPs of Sales, and Chief Revenue Officers.
DATA You Need
- Marketing Spend, broken out by channel
- Primary Campaign Source
- Opportunities and Pipeline Created (Closed Won, Closed Lost)
- Time Frame (based on touchpoint)
data sources required
- Marketing Automation Platform (Marketo, Hubspot, Eloqua, Pardot, etc)
- CRM (Salesforce, SAP, etc)
- Ad Platform Cost Actuals
- Google Sheets (or equivalent) Budget
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