Marketing Australia – February-March 2019

40 FEATURE

MARKETING 2019

marketingmag.com.au

THE PROOF
This year, only 17 percent of
respondents were able to report
that marketing ROI is “clearly
measured or communicated” within
their business. This should come as
little surprise – over the years B2B
marketers have consistently reported
this area as a diffi cult one to improve
on. “In a way, marketing has been
the last bastion of measurement or
accountability in companies,” says
Haussegger. “Marketing has hidden
behind the curtain a little bit, not just
in B2B, in B2C as well.” According
to Haussegger, there may have been
a time when marketers got away
with not being made accountable
for results, “but that has been
progressively changing over the last
fi ve or 10 years,” he says.
“It would be a naive marketer
that thinks that measurement and
proving their ROIs is not important.
If a marketer was operating that
way, doing what I call ‘B2B breakfast
and brochures’, they’re probably not
going to have a long-term career
in marketing.”

So where then lies the challenge? B2B

marketers know that measurement

is important and the clock is ticking

for those failing to address the issue.

According to chiefmartec.com,

quoted in the report, there are more

than 6800 documented marketing

technology solutions available on

today’s market – so it’s not a lack

of supporting technology either.

“That creates two situations, one

is complexity, knowing what tools

to use, and the bigger issue is

integration,” says Haussegger.

“There’s too much data; it’s like

we’re trying to drink from a fi re hose.

The challenge that the less digital-

data-savvy marketers are having is

really getting their head around a

strategic approach to joining the

dots here.

“Half of them today are saying

the challenge in proving the impact

of marketing ROI is fi rst a need to

measure. That’s the famous Peter

Drucker quote: ‘if you can’t measure

it, you can’t improve it’.”

Green Hat’s report found that

best-in-class marketers were three

times more likely than the average

marketer to have clearly measured

and communicated ROI. According

to the report, this best-practice bunch

are more likely to focus on end-to-end

measurement that includes

pipeline performance reporting,

sales qualifi cation/close rates,

campaign attribution and customer

engagement. Best-in-class marketers

are also able to juggle multiple data

sources and resolve complexities with

platform integration for eff ective

measurement – a common challenge

among larger companies operating on

legacy systems.

LIMITED ROMI IS

MEASURED &

COMMUNICATED

LIMITED ROMI IS

MEASURED &

COMMUNICATED

49%

ROMI IS NOT

REALLY MEASURED

OR COMMUNICATED

34%

CLEAR ROMI

IS MEASURED &

COMMUNICATED

17%

WHICH STATEMENT BEST DESCRIBES RETURN

ON MARKETING INVESTMENT (ROMI)?

This year,

only 17 percent of

respondents were

able to report that

marketing ROI is

“clearly measured

or communicated”

within their

business.