How do you tie results back to your effort? How do you measure everything if you’re not totally tied into a marketing automation system like Hubspot or Marketo? Or do you need to be?
According to Jen Pockell Dimas, having a marketing automation system certainly simplifies the process. The basic rudimentary tools you need are a website, a salesforce automation solution, and a marketing automation solution. The rest is gravy. There is wonderful technology out there you can use to measure different things.
Focus on shared metrics
At the end of the day, you need to focus on the right metrics that are shared across the organization. Jen believes that marketing and sales need to be in alignment and shouldn’t have goals independent of each other.
She shares that “Marketing is a team sport. It should never exist independently of other functions in the company.” There should be shared top-level goals.
Where did someone click on an email? Which call-to-action did they drive? What is the open rate? All these questions are very important. But at an executive level, you need to be aligned with much higher objectives. If sales miss a booking target, you miss it too. You need to see yourself as an integral part of the broader organization.
Measuring the right things
If Jen were to walk into a board meeting and talk about an open-rate or click-through rate, no one would care. But the person that sends the emails should care. Everyone has a different lens and measurement that needs to be appropriate to their job. So what you measure should depend on where you are in your organization.
Chasing the next “out” thing
If you measure something consistently for a long time, Jen emphasizes that you’ll still never see perfection. You need to manage everyone’s expectations in that regard. Whatever you talk about and you’re measuring, there’s always something wrong. Maybe you don’t have enough leads, aren’t getting enough appointments, or your pipeline isn’t closing—there’s always something. That’s the nature of the business.
Instrumentation and believability in the things that you are measuring across functions are important. It allows you to pinpoint problems to focus on, such as “Today our biggest problem is converting a mid-stage pipeline to close.” Or “No one knows who we are as a company, and no one is coming to the website.” It allows you to agree on what the biggest problem is so you can address it now.
Where do you focus your energy?
Measuring your progress and results also allows you to focus your energy where it needs to be. Account-based businesses like Jen’s focus energy on the accounts likely to become their next customer. It’s about creating efficiency and coordination of effort, so you’re not wasting your energy, time, and money. When COVID hit, they had to refocus their energy to drive bookings and customer engagement, and they tightened their list. They focused on the areas where they add the most value and where people can still invest.
For more of Jen’s thoughts on data and measuring the right things, adaptability, and why your business’s “why” matters, listen to episode #38 of the Content Callout podcast.