We configure the right analytics tools and facilitate the necessary marketing/sales data-sharing processes to allow for ROI reporting. Because you can’t measure success if you don’t have the data in the first place, we start by configuring a suite of analytics tools that make sense for your company. These tools will include Google Analytics, a CRM (customer relationship management) software and a marketing automation software, like HubSpot.

Once these tools start collecting and providing the data, we need to understand the source of leads and marketing activities that have played a role in attracting and converting them. It’s time to connect the dots to actual sales. We then establish a two-way reporting process between your marketing and sales teams. Sales reports will help us learn which leads actually closed as customers.

Not only does this allow us to report back on the dollar value of specific marketing activities, but it helps us reallocate our energy as we move toward generating the sales-qualified leads that are most likely to buy. That means your investment will produce an incrementally stronger return in the future. And that’s good news for everyone.

With ROI information in hand, you’ll need to assess whether any changes need to be made to your program. Start from the top: Do you need a change in brand positioning?