In this article marketers are encouraged to save time and track how specific campaigns impact sales by utilizing available technology. The author states that marketing departments are considered a cost center. Hence marketing departments need to justify their existence by showing how a specific campaign is increasing sales. The first tip is to scale campaigns. This is combination of creating templates and utilizing automation to cut down on repetitive tasks. The second tip is to centralize and personalize data for contacts. Doing so saves time during targeted campaigns. The third tip is to analyze what is measurably working and what is not.
- Marketers need to be able to manage programs and track revenue and balance out campaign cost vs results, in their favor.
- Campaign performance can be measured by asking two questions: Did your effort provide the target outcome? Did the outcome justify the resources needed to get there?
- Scale your campaigns (reveals insufficiencies that may impact your performance), scale your data (centralize access to data), and scale the replication.
“Analyzing your campaign management process can reveal inefficiencies that impact your performance.”