As marketers, we have seen the days come and pass where marketing was a necessary expense on the balance sheet. We now are tasked with answering the question, “how are you creating revenue?” This might be daunting to some, but to those ready to adopt the analytics side of marketing and answer this question, it can be very rewarding. Showing the brass at your company you are able to provide return on investment can give you more bargaining power for things like larger budgets and say strategic decisions.
The problem that most marketers are facing is how do they go from driving demand for their company, to instead focusing on driving revenue. There might not be any perfect answer to this question, but there are however a few best practices for marketers to keep in mind.