ADM
Institutionalizing Marketing Spend Effectiveness
Challenges
- Financial outcome of new ADM positioning campaign is completely driven by incremental cross-sell activity
- Ability to analyze cross-sell activity is limited: data is spread across divisions; consolidated sales database does not link all customer activity
- Sales tracking is not yet automated: difficult to link sales funnel progression to sales outcomes
Approach
- Conducted customer survey – quarterly tracking study
- Conducted sales team survey – filling gaps between sales and pipeline tracking data
- Performed trend analysis of sales data – pre-post analysis using statistical techniques
- Created internal sales performance tracking model leveraging marketing lead generation database
Results
- ADM now has a rich set of MSE measurement and ROI Planning capabilities that give their executive team:
- Recognition of incremental marketing impact
- Heavier targeting of high margin segments
- Tighter sales integration
- Improved MSE performance tracking