Where do you start to systematize your marketing?
From understanding the numbers. The first thing a manager must do is to create a transparent reporting system in the marketing department. Our work on complex projects starts with this, otherwise the work can be immediately considered a failure. Optimization is impossible without numbers, but there should not be a lot of them. Only the priority ones.
What the manager needs to see:
1. Weekly and monthly costs
2. Performance metrics by channel
3. Cost per lead and customer (or cost per stage in the funnel)
A separate item would be profitability. It can be calculated as (net profit from marketing+LTV)/costs*100.
The data from the reports should be compared with the overall financial report. It is necessary to understand what is the average check in the company, what share falls on costs, what is the margin, what is the acceptable level of profit and from this calculate the maximum allowable cost of attracting a client (CAC), taking into account the costs of marketing. Soon we will tell you how to form a budget based on the sales plan, and not to "bite off" the current profit.
All data should be analyzed based on the funnel. It is necessary to understand the conversion rate at each stage and from this calculate the maximum allowable average cost of attracting a lead (example funnel on the photo).
The most objective data will be seen when you break down the channels, sites and advertising campaigns, form and detail the marketing funnel. It's best to track data by channel and generate such reports automatically, based on end-to-end analytics data. We recommend Roistat to everyone, but they don't pay us for it. But in a short time after integrating end-to-end analytics, you can increase the efficiency of your client's campaigns by 20-30%.
How to make the marketing and sales departments work together
The feud between marketing and sales. This is the most common thing we see when we come to companies, and today we will think together with you how to reconcile them. Maybe the New Year's Eve atmosphere will help with that
Why the agency needs to see the numbers
Today, once again, we faced a refusal to show revenue or give feedback on financial indicators (as if it were something obscene). At the same time, a non-disclosure agreement and a contract had already been signed.
How to properly drain your marketing budget
Follow the approach taught by business consultants from outside the marketing world:
You allocate 3-5% of the shaft, the company stagnates;
6-7% - it's already growing a little bit;
8% or more - you're growing like a quiver!
