As a former lead digital strategist and MOPs team member, one of the things that kept me up at night was quantifying operational efficiencies. Sure, I could tell you the CPL of my Summer Product Marketing Campaign and even tell you about the ROI on that particular ad we placed in the Industry Trade Magazine, but if you asked me what the value of the time (soft costs) and resources it was taking us to streamline our operational Smart Campaigns or forms, that sent me (any marketing operations manager) into a small panic. Especially since we often need to send that information ASAP for leadership buy in. Sound familiar?
First things first, take a deep breath! I am going to help you get out of that panic mode and into a confident results driven MOPs. Now, you may say “hold on, I can’t quantify intangibles!” Well, I am here to tell you everything is measurable. Yes, you can measure everything. So, let’s break it down.
It requires a little bit of brainstorming, collaboration, and strategic creativity.
Let’s use a Global Form Cleanup Initiative as our “intangible” example.
If you just report on the above qualitative data back to leadership, they may say “okay, so what?” You may talk yourself into a circle saying, it’s important and it’s a Marketo best practice. Leadership, then might say “well show me the money!” After all your annual budgets could depend on every chess move you make in operational efficiency.
We need to take it a step further. As I mentioned everything is measurable!
I can see your wheels turning on many more ways you can add to that list! You see everything can be measured! We just need to unpack it and then bring it back to big picture.
I want to leave you with a few more tips as your start measuring your intangible efficiencies:
What are you waiting for? Let’s start quantifying your intangibles!
Tell me, what are some of your efficiency ideas to turn into ROI?
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.