[VIDEO] How to Measure Fractional CMO Services

by Debra Andrews | May 7, 2020

When we’re building a new growth marketing program, we treat it as a machine that we’re building over time, piece by piece. We build blogs, content, case studies, web pages, and we measure the performance of those things over time. As we get further and further down the road, we have more data that gives us way better math to predict what’s going to happen.

How to Create Marketing ROI

We know there’s inputs and outputs. What we try to do over time is we try to lower the cost of the input, and we try to generate more output — thereby creating marketing ROI over time.

Let’s say we get a hundred contacts a month, maybe 25% of them turn into qualified leads from a sales perspective. So if we’re generating 25 sales qualified leads a month, and 10 of them close at $15,000 a contract, we can predict marketing revenue over a month in a year and the next year. We can dial up or down or pull different levers depending on what we need to generate at a given moment in time. 

Any good marketing program should be measurable. You should know what you’re trying to achieve and what the output should be. Our goal is to make sure that you’re getting the outputs you want, and it’s driving you in the way that you want to be driven.

If you’re looking for additional guidance, download this Guide for 10 Tips for Building B2B Marketing Strategies.