Deborah Eastman, Satmetrix's chief marketing officer, said the company's products are an automated means to measure what the C-suite wants marketing to measure: growth and profitability. The automated approach is important, she said, because of the multiple touch points and complexities that characterize the typical b-to-b sale.
But business growth, she added, doesn't come from recommendations; rather, recommenders are themselves prime candidates for added revenue and profits.
“Those marketers who get it see themselves as agents of growth, not makers of brochures,” she said.
According to Obermayer, the building blocks of all this must include understanding company goals for margins and mandated quotas levels, as well as gaining cooperation from sales and IT, among many other challenges. It can be a hard job; cooperation may not be forthcoming from all sectors.
“But if the boss tells you to measure certain things, you have to figure out how to do that,” he said. “Marketing creates wealth, but marketers have to prove it.” M