Back in the ‘80s, rockabilly giant Sleepy LaBeef recorded a song called “It Ain’t What You Eat (It’s the Way How You Chew It). Sadly, even Google can’t find it now, but I recall one of the lines was “It ain’t what you do, it’ the way how you do it.”

When it comes to marketing automation that means it’s not only what you do that’s important, but how you manage and measure it. Which is just what The Pedowitz Group and The Lenskold Group learned in a recent survey of more than 370 B2B marketing organizations. It found that marketing automation, combined with tracking ROI metrics such as lead acceptance rate and revenue per sale, made top-performing organizations more efficient and effective.


Top Performers

According to the survey, the top segment of companies – 11% of all marketers surveyed – demonstrated distinct advantages in outgrowing competitors by adopting integrated marketing automation and using ROI metrics. After deploying a marketing automation solution, 48 percent of marketing organizations saw an increase in lead acceptance, the survey found, while 28 percent of organizations saw an increase in revenue per sale.

While “all the key outcomes went up,” total marketing revenue contribution rose the most “for the organizations that had marketing automation and were also using ROI metriecs to help manage their effectiveness,” said  Lenskold Group President Jim Lenskold.

Key Success Factors

The importance of management showed up again in findings that the organizations that reported the most success were:

  • More likely to report strengths in their organizations’ structure and processes related to lead generation;
  • Three times more likely to drive repeatable and predictable lead-to-sale conversion rates; and,
  • Better able to manage their marketing funnel, measuring incremental sales and revenue, providing a pipeline forecast and being accountable for revenue goals.

It all shows, as if we needed a reminder, that simply purchasing a marketing automation system isn’t enough to realize these benefits because systems don’t operate in a vacuum. At the end of the day, software is only a tool and using it effectively requires process improvements and adherence to best practices.

You can watch Lenskold and Debbie Qaqish, a principal at the Pedowitz Group, discuss the survey in more detail on CRM Software TV.

Author: Bob Scheier
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I'm a veteran IT trade press reporter and editor with a passion for clear writing that explains how technology can help businesses. To learn more about my content marketing services, email or call me at 508 725-7258.

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