Marketing contribution is often overlooked when marketing is thought of as a cost center. It takes time and effort to demonstrate the real contribution to profits.
When we chart intermediate conversion steps through the end to end revenue cycle, we can see trends that help us with improving the overall sales process. Regardless of stage or team that is interacting with the prospect.
Customer Lifetime Value helps us understand a typical customer journey. Watching trends, or deviations from trend, can highlight points in time to improve engagement. Improving the value we both give and gain.
30 years ago today I was a young developer on an engineering team. Though in no way close to the trauma experienced by those involved in the massacre of 14 women and injury of 14 more people at École Polytechnique in Montreal…. I do remember the disbelief and horror at the thought that someone would purposely target women just because they were engineering students. It was a shock at the time to everyone. A loss of innocence.
I know people put a lot of energy into trying to create viral moments. And for some it does work – Gangnam Style. But maybe the approach that works better is to put a lot of good stuff out there, see what sticks. Then capitalize on that.