Revup Marketing, Inc.

These video tutorials show you the basics to master your marketing plan and show real-time ROI measurement as you execute: 📝 - Draft your marketing playbook 📈 - Assign business value to funnel outcomes 🎯 - Define all objectives & key results 💵 - Allocate your marketing budget 💳 - Delegate & track marketing expenses https://lnkd.in/gD8R2SDb

Big news! What are your thoughts on the shift? Consumption-based model makes more sense. To pay more because you're getting more value. "Seats" are typically a poor proxy for "value". But they made for easy revenue scaling. Is the free market and competition at work here bringing about this correction for the buyer's benefit? #B2BMarketing #SaaSMarketing #Martech

Is marketing attribution dead? Or as Mark Twain put it… “The rumors of my death have been greatly exaggerated”. It starts with a simple question. “What’s working to drive pipeline?”, asks your CEO. That’s usually followed up with the ominous question of “And what’s not working?” (psst... that’s code for “which programs can I cut?”). 😩 Ultimately, the “simple” question is answered with a flurry of slides, a series of spreadsheets, and a 45-minute monologue – all peppered with enough asterisks and caveats to make a lawyer blush. Why? We too often don’t have the heart to tell the executive team and investors they have no idea what they’re asking for. If not handled carefully and strategically, this can quickly lead to marketing budget cuts that hurt the business. The question being asked in this scenario is a strategic-level question, but marketing attribution is a tactical-level answer. This question from the C-suite is a clear sign of “gumball machine” mentality (put in a coin, out drops a new customer). ✨ PRO TIP: An effective way to get this concept across is to show "win" analysis of two or three star deals – those deals that best represent what the business wants to replicate. Tell the story of ALL the touchpoints from start to finish. Once you’ve reset the expectations that “marketing is not a gumball machine”, you’re ready for the next step! Your C-suite is looking for you to run marketing like a business. Level-up the conversation with: - Marketing goals aligned to business goals - Budget allocations aligned to marketing goals - Key results assigned to each budget allocation - Financial unit value associated with each key result 🤩 This is called Equivalent Financial Value and it’s the right discipline and metric necessary to prove total marketing ROI – beyond short-sighted sales and pipeline only. Revup is a marketing financial performance tool dedicated to managing and conveying marketing’s total financial impact on the business. Revup captures your goals, budget, expenses, and outcomes to continuously calculate true marketing ROI in real-time. The result? C-suite trust and confidence so you can execute your plan. See how it works. Go to: https://lnkd.in/gvMBf3Mk 😵 So, is Marketing Attribution dead? No, it just doesn’t belong in the strategy conversation. It belongs in the execution conversation – how to optimize the results of your plan. Reframe the initial question to be “With our finite resources, what should we prioritize and how can we optimize them?” Now, that’s a great question to dive into the marketing attribution to support a decision.

This is key... bring executive-level, business impactful data to your strategic and executive planning. And definitely... definitely beware of a buggy spreadsheet. That's the worst. 😖

"Not at all. It’s a matter of accurately measuring marketing’s total impact on the business which enables businesses to make smarter, strategic marketing investments for both the short-term growth and long-term viability of the business. Here are just a few examples of Equivalent Financial Value (EFV) that frequently go unmeasured:" Learn more about how to truly measure marketing outcomes in financial terms for the CEO and CFO at https://lnkd.in/gMgYpBez You'll also find real-world examples to apply to your business.

✋Don't blame the MQL. Blame MQL abuse. And it not only hurts Sales, it hurts Marketing, and it hurts YOU. Here's a better way to prove business value and encourage better marketing investment this budget season. Learn how EFV expresses marketing outcomes in proper financial terms and encourages investment throughout the buyer journey so you can get off the lead gen hamster wheel. 🐹 #MarketingROI #CMO #MarketingStrategy

What does your marketing "investment portfolio" look like? How you balance Brand, Demand, and Experience marketing is much like a personal investment strategy. Early on - you want high growth which comes with high risk, but you gradually transition to steady, stable growth with lower risk. You're investment in Brand, Demand and Experience should match your company stage for Hyper Growth followed by Sustainable Growth. See the article by Aaron Branson #B2BMarketing #RevOps #MarketingStrategy https://lnkd.in/giFG_hd7

"We've come a long way, but we're not done yet. We've measured revenue impact (narrow focus), business value (wider focus), but we haven't yet measured efficiency of our spend. Enter Return on Marketing Investment (ROMI), Cost per Outcome (CPO) and Customer Acquisition Cost (CAC)." Read more about "How to Quantify the Business Value of Marketing" at https://lnkd.in/gjHVXJ2u You'll also find: ROMI can be calculated a few different ways. It's important that you are clear and consistent with your formula. Return could be considered as profit, revenue, or pipeline. Marketing Investment could be considered variable spend-only or the all-in marketing investment including all staff and overhead. Whichever you choose, make it clear and make sure any comparable benchmarks are measured the same way. CPO is measured as the cost directly put into achieving an outcome. If the desired outcome of a campaign is Leads and the campaign generated 100 Leads while costing $10,000, our CPO is $100. Harkening back to our example above, we know a Lead is worth $600 to the business. Thus, we've achieved a 6X CPO. CAC is relevant to marketing but takes a comprehensive approach by including all sales and marketing investment. Take the entire amount invested in sales and marketing in a given period (typically last fiscal year) and divide it by the total number of customers won.

🤬 You know what we hate? We hate it when great marketing leaders fail because they don't speak the CEO's and CFO's language. Top marketers spend their days eye-ball deep in content strategy and creation, intent data and pipeline analytics, product marketing messaging, competitive intel gathering, sales enablement, and tuning every social, search, field, syndication, display and retargeting channel that's already running. That makes it really tough to change gears from talking marketing-minutia to talking business finances, budget allocation, ROI, and CAC. You need a way to focus on running marketing like a business - to step back and focus on the big picture - marketing program ROI, budget allocation, burn rate, expense status, and financial scenario planning. Get started for free at https://lnkd.in/gFfeSf3C

Is your marketing budget "balanced"? It depends on your business stage. Your marketing budget allocation between people, overhead, and programs should look different over early growth periods into business maturity. Consider the maturity stage of your business before comparing your ratios against benchmarks. 🛠️ Building (Year 1-3) Focus on message, positioning, market presence, and organic/free media channels. 📈 Scaling (Year 3-5) Add talent. Make smart bets on one, maybe two, paid channels at first. Do them well and don’t try to “boil the ocean”. ⚙️ Tuning (Year 5 ) All systems go - Program, People, RevOps and tech stack are in place. Test, tune, add fuel with increased media spend. What guidelines do you use to balance your budget allocation? #MarketingBudget #CMO #CFO #B2BSaaS