The ROI of Everything

Joellyn Sargent

Frequently clients ask me to help them develop ROI models and marketing metrics that serve as a foundation for effective decision-making. A sound approach to measuring marketing ROI sits at heart of an agile marketing strategy. It’s a common misconception that basic ROI calculations can apply to individual marketing activities. With the ability to track clicks, leads and purchases online, digital advertising is very easy to measure in terms of ROI.

ROI 130

Boosting your sales ROI: How digital and analytics can drive new performance and growth


Successful sales leaders use four principles to tailor digital and analytical tools to their companies’ unique needs. Our Insights

ROI 98

7 Consulting Proposal Tips to Close That Sale

Tom Spencer

Writing a consulting proposal that closes a sale can be challenging, and as a result it may be difficult to figure out why your proposals are getting rejected. Have a Sales Conversation First. The value you can provide to the client, including ROI. Mention ROI Right Away.

Sales 116

A Refresher on Marketing ROI

Harvard Business

Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Marketing ROI is exactly what it sounds like: a way of measuring the return on investment from the amount a company spends on marketing. It’s about “delivering customers and sales.” Marketing ROI is a straightforward return-on-investment calculation. To do this, you need to establish your sales baseline.

ROI 36

Measuring Marketing Success: 10 Metrics that Matter

Joellyn Sargent

While ROI is important, marketing is a long-term investment. There can be measurable short terms results, such as “ We spent $100,000 in online advertising last month, and generated $450,000 in sales. How do you know if your marketing efforts are producing results?

What’s Wrong with Marketing Today?

Joellyn Sargent

For example, attributing a sale to the last touch with a customer is misleading. Marketing marketing marketing ROI marketing strategy The trouble with marketing? Everyone is doing it. That’s not a surprise. Marketing is imperative for a business to grow. Without some sort of marketing, how will customers find you? Unless you’ve got a super-exclusive business that trades on being best-kept secret, marketing your business is essential.

In the Best Sales Teams, About Half of the People Are in Support Roles

Harvard Business

Sales reps are most effective when they have the right amount of support staff, but exactly how much support staff does a company need, and how should it be structured? But get it just right and your sales efforts can drive productivity and growth. Sales support is critical.

ROI 58

“What Part of My Marketing Works?”

Joellyn Sargent

Did that one new piece of collateral make a sale? Sales people need to make their quarter – and their quota – and there’s lots of pressure for marketing to deliver. Managing Marketing marketing management marketing ROI marketing strategy

Your Sales Training Is Probably Lackluster. Here’s How to Fix It

Harvard Business

Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales training is disappointing. As alarming as those numbers are, they shouldn’t come as a surprise if you consider how sales training is usually conducted. Salespeople must learn about strategy and sales tasks at your firm, not only a generic sales methodology. Technology can help extend the reach of good sales managers. Sales Digital Article

Video 47

The End-of-Quarter Sales Rush Costs Companies Money

Harvard Business

Ask any organization what’s happening in the sales department on the last few days of the month and the entire last week of any fiscal quarter. Sales teams are closing deals, at all costs. Data shows that sales reps give better terms to customers who wait until the last minute — with both sides knowing they can rely on dropped prices and a sure closing, thanks to the end-of-the-month company push. million sales transactions from the anonymized data of 151 U.S.

How Harley-Davidson Used Predictive Analytics to Increase New York Sales Leads by 2,930%

Harvard Business

After discussing Jacobi’s sales woes, Shani, suggested he try out Albert, Adgorithm’s AI-driven marketing platform. It was almost twice his all-time summer weekend sales record of eight. In other words, the system allocated resources only to what had been proven to work, thereby increasing digital marketing ROI. Did this keyword generate sales? Did this spend increase ROI?

ROI 47

Are You Charging Enough?

Joellyn Sargent

Product Sales. What’s the ROI customers get from things that differentiate your business, like: Extensive industry or product knowledge. To do this, look at recent projects or sales and explore what was actually provided versus what was agreed. Sales pricing strategy valu

ROI 141

How to Establish Value in Your Consulting Fees

Consulting Success

If you’re not basing your fees on value or ROI you’re leaving significant money on the table. Most buyers of consulting services are more than happy to invest at a 5-10X ROI. Most buyers of consulting services are more than happy to invest at a 5-10X ROI.

Why CRM Projects Fail and How to Make Them More Successful

Harvard Business

Front-line sales professionals and managers rarely find the majority of these capabilities useful in winning more business for the company. CRMs today also serve a lot of masters, from executives in the C-suite, technology, marketing, finance, and, oh yeah, sales.

4 Ways to Improve Your Content Marketing

Harvard Business

Companies have hired writers and Chief Content Officers to run departments, create blogs and other materials, and, in the process, some have assured sales people that content marketing can mean the end of cold calling. The playbook sounds simple: attract prospects with content relevant to each stage of their buying journey and extend offers that motivate them to contact your sales team for a demo or discussion. Content by vertical also plays well with most sales teams.

B2B 47

Shift Your Perspective to Make Business Development Easier

Successful Independent Consulting

I don’t know how to build a pipeline of leads ” or “ I’m not good at sales ” are common refrains. Most of us never had sales training so this concern is understandable, but reframing how we think about business development can turn concern into action.

Review of “Open Leadership” Framework (Leadership and Social Technologies Book)

Steve Shu Consulting

Benefits & ROI – For those that have read Groundswell , this part is similar in that it covers some qualitative and quantitative models for using social technologies.

B2B Salespeople Need to Act More Like Travel Agents

Harvard Business

As we describe in our recent HBR article, “The New Sales Imperative,” the torrents of information, expanding array of options, and growing size and diversity of purchasing groups are leading to a kind of purchase paralysis: Customers are taking longer than ever to make purchases, and abandoning them more often. As employers try to learn about the market, a mob of brokers, sales people, employee evangelists, and others typically flood the decision makers with information.

B2B 49

Exploring the Retail Contact Center: Past, Present, and Future

1 to 1

With their focus geared toward short-term ROI, many were reluctant to spend money on improvements because they neglected to consider sales beyond the brick-and-mortar store or website. For years, brands referred to the contact center as the "cost center" of their organization.

ROI 51

Why CEOs Hate Trade Shows

Joellyn Sargent

Where’s the ROI? You don’t spend that kind of money without being able to quantify results, so one of my first steps when taking on the marketing leadership role was to establish ROI tracking. Sales closed on-site were probably in the works long before the event, so you need to decide whether to attribute them to the show or not. In addition to sales booked, What new relationships were forged? Fewer shows with stronger impact offer better ROI.

ROI 118

Why Your CRM Isn’t Working – and What to Do About It

Joellyn Sargent

CRM, it seemed, was the answer to a host of sales and marketing problems. Today there are many CRM, sales force automation (SFA) and marketing automation platforms to choose from. Regardless of the solution you choose, the key to successful implementation – and subsequent ROI from the investment – is in the people behind the process. Engage a cross-functional team with representatives from Sales, Marketing, Finance, Customer Service and any other key groups.

ROI 142

A Guarantee: The Most Powerful Brand for your Business

The More Clients Blog

I’m working with a client right now who does high-end sales training. In the course of our conversations, he mentioned that 82% of his clients got a 10:1 ROI on their training investment. Instead, the home page of his site mentioned general ideas about the value of their sales training.

ROI 62

Irresistible is rarely easy or rational

Seth Godin Blog

That's where the ROI would be at its peak. They were profiled by Tom Peters and had the highest sales per square foot of any store of its kind. As they grew to a few more stores, a new generation took over, one that seems more intent on ROI and less focused on magic.

ROI 52

Does Your Brand Inspire Customer Devotion?

Joellyn Sargent

You see, most revenue-focused executives worry about sales first. Satisfied customers become advocates and evangelists, working like an advance team to sell your products and services before your sales team even knows a buyer is looking. It’s Nice to Be Liked.

Why Don’t More CMOs become CEOs?

Joellyn Sargent

While their counterparts in IT, Sales and Customer Support may have significant headcount, CMO’s frequently lead a relatively small in-house marketing team supported by legions of agency folks. Without a strong CMO demonstrating clear ROI, the CFO, CEO and the Board a prone to see marketing as cost center rather than a strategic investment. Illustrate how your efforts increase revenue, accelerate sales cycles and speed time-to-market.

ROI 125

The Perfect Marketing Formula

Joellyn Sargent

As a result of your efforts, you know the precise moment when it’s best to turn marketing qualified leads over to Sales, and they’re closing. Do you downplay the benefits of branding, while assuming an ad placement or your Sales team did all the work?

How Customers Perceive a Price Is as Important as the Price Itself

Harvard Business

Bain & Company and ROI Consultancy Services (formerly PollBuzzer) recently surveyed almost 2,200 consumers in Atlanta and Washington, DC, about the prices at eight retail chains carrying groceries. Facing stiff competition from other fashion discounters, the retailer fought back by slashing prices across the board, but customers largely didn’t perceive the price change, and the retailer didn’t achieve the anticipated boost in sales volume.

5 Ways it Pays to Have Passionate Brand Advocates

Joellyn Sargent

A strong brand can mean the difference between winning a sale or losing it, commanding a premium price or selling at a discount. Shorter sales cycles and more efficient forecasting. Improved marketing ROI. While this has been proven time and again through research, many executives (maybe you?) still question the value of branding, especially at budget time.

ROI 136

CEO Newsflash: Customers Don’t Want to Be Delighted

Joellyn Sargent

Revenues will increase with less sales effort and greater marketing ROI, adding tangible value to the bottom line. It’s true, and I’m here to set the record straight on customer delight.

B2B 141

Follow the Pain

Joellyn Sargent

Sales people are often coached to look for a customer’s pain point and address it to win the sale. If growth is slow, ROI is declining and morale is lagging, the problem might not be your company’s pain points, but how you respond to them.

ROI 151

The Crazy Lives of Consultants: Who Gets the Shaft When Slick Dick.

The Crazy Lives of Consultants

Our sales rep was drooling. I helped Dick build a strategy and RoI model showing that outsourcing the whole shebang was the sensible thing to do. skip to main | skip to sidebar. Monday, March 25, 2013. Who Gets the Shaft When Slick Dick Comes To Town? I remember one client we had worked with for ages. A real mom-and-pop shop, these guys never had much money and always had lots of needs.

5 Mindsets to Adopt If You Want More Consulting Clients

Tsavo Neal

Outsourcing tasks that take time away from your most important activities (marketing and sales) is as critical as marketing/sales itself. I see it all the time, consultants who are struggling because they don’t make clear offers as part of their sales and marketing activities.

ROI 78

Which Book Publishing Option Is Right for You?

Emerson Consulting Group

Therefore, authors with the highest-profile platforms suggest a better ROI bet for a publisher than does the typical author—even one with a terrific book idea but, sales-wise, only a meager limited network or following. By Ken Lizotte CMC.

Film 52

Case Math

Tom Spencer

Profit Margin: Gross Profit Margin: Gross profit margin measures how much of every dollar of sales revenue remains after subtracting the cost of goods sold. Net Profit Margin: Net profit margin measures how much out of every dollar of sales revenue a company actually keeps.

How Much Does Marketing Cost?

Joellyn Sargent

This effort may include customer research, competitive analysis and exploration of things like your sales process, customer relationships and technical capabilities. Are you looking for a hard or soft return on investment (ROI)? What will it take to realize the ROI of that project?

Essential Consultant Website Pages Part 4: Case Studies That Win

Tsavo Neal

Inspiration is the primary role of our website, our brochure, our sales collateral and our in-person portfolio review. The case study makes specific reference to increases in sales, ROI, and revenue growth.

To Better Train Workers, Figure Out Where They Struggle

Harvard Business

Almost half (49%) said that it was difficult to ensure a return on investment (ROI). It has trained and placed 11,000 graduates into entry-level jobs in four sectors: health care, tech, retail/sales, and skilled trades. These metrics can be converted into an estimate of ROI for the employer. Employers pay Generation based on the ROI of the graduates they hire.

ROI 47

6 Best Website Lead Magnets for Consultants

Tsavo Neal

This is why email marketing has an average of over 3000% ROI. You can’t start more sales conversations with your potential clients without building trust — and lead magnets help you generate more trust with your prospects at scale.

eBook 78

The Basic Social Media Mistakes Companies Still Make

Harvard Business

Later, marketers found themselves working backward to connect their social strategy to business strategy, as managers demanded greater proof of ROI. Unless you connect your social media actions to broader business goals from the beginning, ROI can be elusive, and social media becomes an end unto itself. Instagram has played an integral role in helping to lift sales for brands including Gatorade. Stories that evoke emotion tend to perform better than straight sales messages.

ROI 49

Inside the Minds of Your Prospects: 37 Critical Digital Marketing Statistics for Consultants

Tsavo Neal

So, I beg you, don’t design your own sales materials. Many sales are won and lost by simply by how you graphically represent yourself.” Email marketing has an average ROI of 3800%. Tweet this Again – email marketing can help you drive sales.

B2B 78