Posts tagged as:

ROI

The Curse of High Performers

by · January 15, 2015

Making magic is something that high performers do. They have a knack for conjuring amazing results for their managers, clients, and team. High performers are crafty and they make it look easy. And everyone adores them. The problem with your high performers… they’re going to leave you. They’re going to leave you because you expect magic, and when they deliver time and again, you know what happens: these magic makers get fewer accolades and worse yet…less budget. Yes, the magic makers in your organization get less budget because they can do so much with so little that they get less… therefore, they’re going to leave.

I have banged my head against the wall about this for years. I will never understand this. Ever. Because my brain doesn’t work that way. Here’s how my brain works. When I get magical results…I want to invest MORE into that thing that drove the magic…not less. I want to replicate that magic across everything I do. Conversely, when something isn’t working…you know what I am not going to do? Throw more money at it. A campaign with zero recall is not a success no matter how many awards it garners. Yet, we keep making them. I do not understand.

What can we do about it? Well, I happen to have a little soapbox here at my desk and I would like to pull it out and make a little four-part rant.

<rant>

3 comments

Love & Measurement: A Startup Case Study

by · October 14, 2014

Measurement scares the snot out of a lot of marketers. I’ve written about it here and here, in case you forgot. Sometimes is scares me, too. The thing about tracking things is you never know what you’re going to see. It’s like stepping on a scale. When you know it is going to be bad, you won’t look at it. When you know you’re doing awesome, you can’t wait to peek.

But, sometimes, you’re not sure how you’re doing. On those days, it just feels better to guess. Because guessing means you can’t see the holes in your product or campaign’s funnel. And that means you don’t have to actually DO anything about it. But then you think better of it and put on your brave pants and look, for the stuff you can cheer about as well as the areas that offer you an opportunity to improve and grow. You know, like I did recently. Like many of you reading this, I have a passion project. And after months of development and bootstrapped marketing, it was time to really look at the data. And I admit I was pretty scared to look.

1 comment

If The Metric Isn’t Money, You Cannot Measure ROI

by · September 8, 2014

The single biggest challenge both communications professionals and the business leaders they answer to have to overcome is understanding business metrics. There are generally two kinds: Those related to revenue and those related to intangibles. When you’re measuring revenue, you can calculate return on investment (ROI). When you’re not measuring revenue, you can’t.

Yet both communications professionals and their managers somehow still think it’s okay to hold us to ROI standards for any and all business objectives.

15 comments

Swallow your fear and start measuring

by · June 24, 2014

Digital marketing is my passion. Some would say I am “tattoo passionate” about digital marketing. I freaking love how people can do darned near anything online and how marketers can leverage the endless possibilities of digital to create meaningful experiences for their customers. It brings me joy. You know what else brings me joy…doing a good job and being good at what I do. And I have to know if I did well or not, because it is really, really, REALLY important to me. I need a scorecard because you see, I am insanely competitive. And it is really hard to know the work I am doing to create meaningful experiences for customers is working. In fact, it’s really hard when we collectively jump under our desks any time anyone asks us about return on investment.

1 comment

A Marketing Horror Story

by · October 30, 2013

Michael Meyers, the character from Halloween, scares the living daylights out of me. Still does. Probably always will. I am sure he is standing in my back yard when I let the dog out at night. He’s there. I promise! I am a textbook scaredy cat. Always have been. And I don’t seem to be getting any braver as I age. But, today, we marketers have our own boogeymen… too many choices, technology purchasing decisions, and (gulp!) being measured…

1 comment

Debunking the Vanity Metrics Myth

by · August 30, 2013

Last December, HBR published a post titled “Why Your Social Media Metrics Are a Waste of Time,” in which the author referred to social media metrics as “false idols of analytics.” While she did, in fact, make a few valid points, her blanket unfavorable statement really fires me up, as I believe it negates the true potential that social media offers when it comes to driving revenue.

7 comments

Marketers are Failing Miserably at Building Business Credibility

by · April 16, 2013

Does that make your blood boil a little? It sure does for me. I’ve spent my entire career as a marketer trying to prove marketing’s value to business results. To see that my “peeps” lack credibility and are viewed as not understanding business is disheartening to say the least. In the early days in my career I noticed there were two different types of companies that had a large impact on marketer credibility: sales-driven companies and market-driven companies.

9 comments

Where to Put That Extra Dough in Your Marketing Budget

by · March 13, 2013

Recently I was asked by a small business owner a question I’ve heard all too many times, “Hey Jason, I have an extra $1,000 a month in my marketing budget, where should I spend it?” I’m sure most have heard this question, in some amount or other, several times themselves. It’s a pretty common question with a wide-range of responses. After all, there’s no such thing as a marketing magic bullet (Despite what every “expert” under the sun will claim). Everyone’s business is unique enough to warrant its own solution. However, before you use that as an excuse to go running off to throw buckets of money at the newest marketing fad , take a step back and evaluate your current marketing initiatives. Many times the greatest ROI comes not from spending money on something new, but instead by investing in something you’re already doing.

4 comments

Murder, Execution and Other Strategic Plans for Ambitious CMO’s

by · February 6, 2013

Chief Marketing Officers can’t rub out CEOs. It’s not fair because the CEO can surely deep-six the CMO. And if you’re a marketing exec intending to remain employed, you probably shouldn’t go on the record saying you don’t trust the CEO. However, CEOs can mistrust CMOs all they like. And they do.

In fact, according to a recent report by Fournaise Marketing Group, 70% of the 1,200 CEOs interviewed in their study don’t trust marketers’ abilities to deliver growth. A majority state marketing professionals are unable to prove ROI on campaigns. Ouch.

A little more fuel for the fire.

The report also says:

3 comments