Prove that marketing activity was driving lead generation and sales. The marketing team needed a consistent way to measure performance and prove value.
We used a measurement approach called ROO (Return On Objective) which centralized all performance metrics. This included customer lifetime value down into a singular KPI that was then used to benchmark performance.
We created a standardized measurement framework and provided insights to the CFO (Chief Financial Officer) & CMO (Chief Marketing Officer) on marketing’s impacts on overall revenue and sales.