RV164 - Investing Budget Responsibly | Go To Market Live Episode 11
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Full Marketing Investment in ROI Calculation
In determining Marketing ROI, it is crucial to consider the entire marketing investment including technology, headcount, agencies, programs, and all expenses aimed at acquiring new customers. While some parts of marketing spending can be omitted, the focus should be on comparing the investment made with the outcomes in terms of customer pipeline creation and revenue generation. The majority of marketing funds, around 80 to 90%, are usually allocated to intent capture or lead generation activities such as Google ads, event lead scans, content syndication, MQL scoring, and PQL scoring, emphasizing the importance of using signals to analyze and assess the effectiveness of marketing investments.
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