Engagement: Marketing Programs Effectiveness

A leading technical software vendor.

Identify high and low-performing marketing programs. Client had thousands of marketing programs and lacked quantitative measures and management attention needed to assess programs at the level of detail required.

Introduce metrics based on program contribution margins.

1. Sensibly allocate revenue to marketing programs
2. Redefine the customer as the purchase decision network, not the person who places the order
3. Combine metrics and field knowledge of what worked and did not work

Greatly improved management’s ability to identify and expand over-performing programs and to fix or eliminate under-performing programs.

Marketing Programs Effectiveness

Marketing program analysis shows imputed revenue, contribution margin $ and %.