Data is the topic of the 6PM (6-Pillar Marketing) newsletter this month. It's the roof of your 6PM Framework.
Here are 3 bullet points that summarize the newsletter. Intrigued? Scroll down to read more.
You hear how important data is in marketing. Why? Marketing, when done right, is what enables organizations to achieve exponential yet sustainable growth. For marketing to do that important job, it needs a budget and, to secure the necessary budget year after year, marketing needs to be able to show how efficiently and effectively it has achieved goals. This is why data is important.
Not sure where to begin? Start with the following 5 questions
#1 - What are your organization’s short term and long term goals?
#2 - What is marketing’s role in achieving those goals?
#3 - What marketing activities have you rolled out and plan to roll out?
#4 - What are some of the metrics you can and should measure to understand the effectiveness of those activities?
#5 - What data do you already have?
The tools you use (ex. Google analytics, CRM, email automation technology, marketing automation technology, etc.) should have some of the data you are looking for. Start making the connection between the data you need and the data you already have. That process will reveal the gap you need to close. Then, you can start thinking about what tool and process you need in place to close that gap.
Here is an example.
As your marketing team grows, the biggest item on your marketing P&L is overhead. Knowing where the team’s time is spent helps you calculate the true ROI of your marketing effort. Especially when your marketing team is involved in various activities. Especially when your marketing team also supports other functions within your organization. We know employees at small- to medium-sized organizations often wear multiple hats.
For example, our marketing team spends our time on many different activities. By tracking where we spend our time (MQL generation, SQL generation, branding, support, partner management, admin, etc.), we know whether we allocated our time properly on the top priorities, what were the time drains (if there were any), what processes can be automated to help the team spend their time on what actually produces value, and more.
I will share a bite-sized marketing tip every month on this 6PM Newsletter. Crowding your inbox is never my intention. If you don't wish to receive it, please use the unsubscribe link at the bottom of the email.
If you have any questions or topics you want covered in the future newsletters, drop me a line - I would very much appreciate it.
Mihae Ahn, MBA | Director of Marketing, ProServeIT | Connect with me on LinkedIn
Would you like to learn more about data and the rest of the 6PM Framework? Watch this 5-minute summary video, and, if you want to start building your own framework, join me at this upcoming workshop. Let’s build it together.
The workshop is going to be a working session with 10 attendees maximum, and is designed for those who are ready to get their hands dirty and start building their own 6PM Framework that they can bring back to their business.