From the course: CMO Foundations: Measuring Marketing Effectiveness (ROI)
Unlock the full course today
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Measuring channel performance
From the course: CMO Foundations: Measuring Marketing Effectiveness (ROI)
Measuring channel performance
- As a CMO, perhaps the most burning question on your mind about a channel of distribution is, am I getting my money's worth? Channels after all, are an investment. So as with any investment, you need to measure the return on that investment. There are a lot of ways to measure sales force effectiveness. Now keep in mind that any time you measure return on investment, you're creating a ratio of the output from that investment divided by the input to create that channel. In other words, it's what you gained divided by what you spent, easy. For example, you could measure total sales divided by the number of active accounts. You could measure total sales divided by the number of sales calls made. You could measure gross profit divided by the number of sales reps you employ. In other words, pick the numerator, the output, the one that matters most to you and your boss, then divide it by the denominator, which can be just…
Contents
-
-
-
-
(Locked)
Measuring share of market4m 29s
-
(Locked)
Measuring customer profitability2m 50s
-
(Locked)
Measuring product and service performance3m 7s
-
(Locked)
Measuring channel performance3m 11s
-
(Locked)
Measuring pricing performance2m 37s
-
(Locked)
Measuring customer lifetime value (CLV)2m 45s
-
(Locked)
Measuring communications performance4m 8s
-
(Locked)
-
-