Why Marketo Measure for CMOs & VPs

Hi, I’m Dave and I’m the VP of Marketing here at Bizible. In this video, we look at why Bizible matters for you and your role as a marketing leader. In the next lesson, we’re going to look at specifically how you can use it to attribute revenue to your team’s marketing efforts. Let’s get started. All marketing teams measure the impact of their efforts in some way. Typically, this measurement ends at leads or opportunities and does not extend to revenue. Optimizing for revenue requires clear visibility across your entire sales funnel since not everything that drives leads or MQLs drives revenue. Bizible gives you the visibility to perform every touch and every channel at revenue attribution for both online and offline marketing efforts. How do we do it? Well, for online marketing channels, we have our proprietary JavaScripts that tracks your prospects engagement, as well as an API integration for ad networks. For offline channels, we track the revenue impact of your marketing efforts for things like bad scans, events, trade shows, and so on. And then for all other channel, Bizible works with marketing automation and sales enablement tools to track things like emails, app on callings, webinar, mailing campaigns, and and so on. Wherever and however you market your brand, Bizible can show you the impact that it’s having. Marketing executives need to translate the performance of their team into the language of revenue, pipeline and propensity to purchase for CEOs, CFOs, and sales. This requires both data on broad trends and also granular data on things like spend, deals and cost per deal. Bizible’s data can be brought directly into the budgeting and revenue discussions to show exactly what kind of returns you can expect from marketing investments.

Lastly, Bizible helps you align marketing and sales teams so you can better understand your customer’s entire buying journey from very first touch to close one. With visibility into your entire pipeline, you can better understand which efforts create long-term value and which do not. By looking at things like pipeline velocity, the current snapshot of your funnel or how effectively prospects are progressing through the sales stages, you can measure, plan and execute your marketing strategy like never before.

In some, with Bizible, you can demonstrate the revenue value marketing brings to the table and give credit where credit is due. By acting on what works, marketing can go from a cost center to a revenue driver.