The ever-elusive ROI
There are some things that take on a permanent quality. Think Seinfeld episodes airing on a local TV station late at night or Brett Favre scrambling – somewhere, anywhere – to toss another touchdown. We might add marketers’ inability to track ROI to the list. Indeed, the chatter about lack of ROI reminds us of Mark Twain’s famous quip about the weather: “Everybody talks about the weather, but nobody does anything about it.”
The results of the 2009 Sales Lead Management Study reinforce the struggles marketers face trying to obtain decent ROI. Nearly 65% of b-to-b marketers cannot track return on investment (ROI), according to the study, which was released by The Velos Group. The study surveyed 170 b-to-b marketers throughout 2009. Presidents and CEOs made up 49% of survey respondents, while roughly 24% held sales and marketing executive titles and 27% held operations or other titles.
“With 84% of the companies using a sales force automation or customer relationship management SFA/CRM system (not to mention those who use a marketing automation process), why isn’t ROI tracking more common?” said James W. Obermayer, executive director of the SLMA, in a news release. He added: “The tools are there. And when asked if they qualify inquiries before sending them to Sales, 58% said ‘no.’ Companies appear to believe that salespeople should qualify their own leads. “
Asked if they track marketing ROI, only 15% of respondents said they do it within the SFA/CRM system; 20% of marketers track ROI, but not within the SFA/CRM system itself, and 65% don’t track it at all.
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