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Without an ROI justification and/or model, should a marketing automation purchase be approved?”

One of the key focuses of marketing is generating quality leads that turn into revenue.  However many companies have purchased automation and still cannot show the revenue impact or ROI.  Should these purchases be approved without that kind of justification?
By: Guest
Date: Wed-Feb-17-2016-
Response 1
Guest
0
You bring up a major issue with this type of automation, in that if you don't have a solid process in place prior to implementation, then automation of that process just ensures you're getting to a poor result faster. I'm not entirely sure a ROI justification is required (or even possible) at first, not unless the company has solid numbers that clearly illustrate they know the cost of lead, prospect, or customer acquisition. The assumption is generally that automation will either drive demand or shorten the sales/nurture cycles, and therefore "should" drive revenue. For a company implementing marketing automation for the first time, I think it's best to focus on other metrics that include quantity of leads, quality of lead score, etc. Once a baseline of data is available, you can easily attach revenue/cost dimensions to the process steps to determine ROI at a mechanical level. Another huge variable is the content, messaging and tactics used to drive demand and fill the pipe. If the creative strategy or deployment tactics are lacking, it really won't matter what marketing automation system is used or if you have ROI justification to support the purchase.
[m] By: Guest
Date: Thu-Feb-18-2016
Response
What is 1 + 100



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for restaurants, kiosk, and any other retails business completely free. It can be used as windows cashier system or as full blown POS. You will able to print to kitchen, display orders on the kitchen screen, manage inventory, employee, report, customer loyalty offers, employee management, delivery address track and much more, all for free.

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