Imagine an office without a desk, or lights, a computer, or even something as simple as a chair. When architects and designers started planning a building or office knew they would make concessions for these items in each of the construction activities. Such as marketing, we participated in many activities, such as a builder or designer does.
From these activities, there is a path of each of these, the annual planning and budgeting process. Partplanning is often left out, also, measure the effectiveness of the activities we have planned. Even in the absence of statistics, is planned as offices, without chairs, conference rooms without tables, or buildings without foundation. Parts of each exist, but there is one important component missing.
Recent studies have concluded that 55% of business to business marketing manager with the challenge of measuring the effectiveness of marketing face. In a recent survey by Unica this statement:"But respondents also said that with many challenges, foremost among which the effectiveness of marketing that 55% of respondents said face." E 'was also told that many managers do not believe that marketing is not measurable. And 63% of them are of the opinion that marketing must be measurable. Therefore not surprising to find that the more the 57% of the marketing plan for key metrics and that plans are more about the operations of counting, instead of measuring the impact on business The results were defined as the business survey conducted by fifth Readiness Vision Edge Marketing.
We can measure the effectiveness of marketing? It 'really make a difference?
Is certainly not for many companies. One company in particular VCON, found in it a statistical picture in their intention to be extremely useful. Founded in 1994, VCON develops and manufactures communications cooperation, which includes video and audio conferences > Products Conferencing. VCON total portfolio is integrated with a suite of management and development of tools that offers a unique and fully integrated conference to prove to the user. The company is based on an indirect channel to sell their solutions worldwide. Over the past decade, VCON has always been first to market with innovative products and technologies, both in the conference market and the solutions needed to manage and implement> Videoconferencing system.
Marketing team realized that ensure greater marketing budget requires you to take a metric approach as a way to demonstrate the contribution of the marketing organization to society. So, when they need an approach based on statistical data, have assumed Vision Edge Marketing to ensure the right mix of statistics to develop possible. VCON turned to an outside source to help develop a framework for their plan. E 'was chosen because the vision of Edge Marketingcompany financial performance excellence and a model ties marketing metrics to the objectives of society.
Laura Shay, VCON, Global Product Marketing Manager, chose a strategy that goes beyond viewing the results of a series of marketing activities, such as statistics about your Web site, click-throughs, and participants at a webinar. Rather, they have a way of marketing initiatives in connection with his partner's share of the market has wanted to develop and up-selling goals. "We had a goodThe idea of the approval process for our technology and we were monitoring dozens of activities and achievements. What I do not know if it was the right thing to control, and how to tie the monitoring work for the success of our objectives and strategies, "added Laura.
VCON limited marketing resources was the number of things that are possible and overwhelm. The challenge was to get the team out of the weeds in various monitoring activities and Marcommore focused on identifying measures that will really show if the needle has been marketing initiatives for the business moving.
Before the statistics for the development and framework session, Vision Edge Marketing study of the statistics that are currently used by the company and its goals for next year. "This preparation was very useful," says Laura. "We need to start thinking about tying our marketing initiatives to specific businessResults of market share, value and more 'business. "His goal was as a framework for the program is used. By understanding the specific business results, the session focused on how marketing can have an effect and how to measure this effect. Within half a day or so that the marketing department was able to develop a set of parameters manageable. an important part of the process was to clarify the real impact on business performance.
The statistics, which focuses on two mainareas: the role of the channel to the success VCON and the goal of achieving 25% quarter over quarter growth of new products in all sales regions. Three measurements were chosen: revenue / partner, officer / region, and new products sold vs. previous product sold. The main indicators for each of these and the objectives and appropriate strategies were included in the annual plan. A side benefit is that the meeting was very productive. "We have lost ourselves, not resolvedSpeaking of nuance in each region and why tracking certain activities or that would not work. We could keep our attention to the big picture, and each region could address its individual differences, "added Laura.
The procedure has allowed the team to VCON two important results:
1. A number of key indicators that crossed markets and regions
2. A plan and budget to run a company in a position to evaluate the results
It is clearly the best result was the team was able toprovide a plan and a budget request of management can relate to. "We were more effective in delivering a faster and approving a budget better, because the project is clearly connects the dots between Marcom activities and business results," said Laura.
VCON has learned the importance of an overall marketing plan and are already reaping the benefits, ensuring a higher budget for marketing. They learned the importance and power of benchmarks to measure the effectiveness ofmarketing to show how their actions influence the goals of society.
Working with VCON, Vision Edge Marketing has continued to educate businesses and individuals about the importance of statistics to create a marketing plan and marketing communications efficiency of the company. Using VCON as an example, are able to show how the planning for the implementation of fruit for the company and the marketing department, as the addition of all components of a building is complete.

