Telemarketing Software Featured Article

Show Me the Money, Marketers

October 15, 2013
By Mae Kowalke - Telemarketing Software Contributor

Let’s face it; marketers are not always the most trusted people in the boardroom.

A study conducted earlier this year by ITSMA, VisionEdge Marketing and Forrester (News - Alert) revealed that roughly 9 percent of CEOs and 6 percent of CFOs use marketing data. Yes, you read it right—that is 9 percent, not 90. Further, The Fournaise Marketing Group discovered that 80 of CEOs said they do not really trust marketers.

Perhaps as a result of this crisis in confidence, a 2011 IBM (News - Alert) study found that nearly two-thirds of the chief marketing officers it surveyed were planning to make return on investment the primary measure of the marketing function’s effectiveness.

But how to do that?

Well, it starts with a revenue growth model.

Coca-Cola’s former CMO had it right when he wrote in 1999 that “the sole purpose of marketing is to get more people to buy more of your product, more often, for more money.”

A revenue growth model helps because it directly connects what marketers do with what CEOs and shareholders most want: revenue growth.

“Every marketing activity or program is (or should be) designed to generate revenue either directly or indirectly,” wrote David Dobb recently on “It’s up to marketers to explain the links between marketing activities and revenue growth and make those links visible and understandable to the CEO and other senior company leaders.”

A revenue growth model is simply a series of statements that connect what marketing does with the outcomes that CEOs want.

It might say, “If we publish an effective blog, then more potential buyers will identify themselves and consume our content.  If more consume our content, we generate more leads. With more leads, there are more sales. More sales is more revenue.”

One easy marketing activity that can quickly show the value of the marketing function is telemarketing software. It is a great way to grab management’s attention because it quickly translates into revenue generation.

VanillaSoft, for instance, offers telemarketing software that delivers lead management that means sales leads are never lost. It auto-dials and automatically routes to the next best call, ensuring that employees stay productive. It saves times with quick templates, and records calls for training and follow-up purposes.

It also delivers a real-time dashboard that management can use to see exactly how the software translates into sales.

The objective is clear: Bring in more money. It is up to marketers to make sure they deliver—and show it.

Edited by Rachel Ramsey