How to Prove the Value of Your Marketing Automation Tool

Marketing automation can be used in a wide variety of ways to accomplish an even wider variety of goals, from improving the quality of leads to streamlining your marketing and sales processes (read more about the marketing-sales alignment that results from CRM + automation integration in last month’s wrap-up post). But regardless of your specific goals and features of interest, most automation users share a common priority: using automation to understand campaign success and marketing’s contribution to bottom line — or simply put, ROI.

77% of CMOs at top-performing companies indicate that their most compelling reason for implementing marketing automation is to increase revenue. (Gleanster)

Whether you’re just getting started and are trying to justify an investment in marketing automation, or are already a marketing automation veteran trying to improve current processes, gaining insight (or improving insight) into campaign success is an important part of fine-tuning your business strategy. That’s why this month, we’re setting out to discuss some of the ways that you can prove the value of your marketing automation tool, by addressing such questions as:

  • How can you close the loop on reporting to better understand campaign success?
  • What metrics are a top priority for upper management?
  • How can you justify investment in a marketing automation solution?
  • What metrics are key performance indicators for your sales team? How can you use marketing automation to prove worth?
  • What metrics are key performance indicators for your marketing team? How can you use marketing automation to prove worth?

Can’t wait to get started? Take a look at the following resources below to read up on some of the basics of marketing automation reporting. And if you have specific topics you’d like to see addressed throughout the month, please feel free to share in our comments section!


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