CRM: Proving Marketing’s Worth with Metrics That Matter

 In Microsoft Dynamics CRM Blog

It’s one of the most difficult challenges faced by any marketer today; with the increasing need to justify their actions to the board, marketers can no longer whip up a few stats on open rates and click-thrus – they need to work a lot harder than that to prove ROI. And it’s not just ROI, either; the productivity of marketers is often under scrutiny, too. But, when Sales are responsible for closing deals (and therefore have a ready-made justification for their actions), how can Marketing compete and earn their (rightful) place at the revenue table?

Until now, it’s been a huge struggle, resulting in the undeniable animosity between Marketing and other departments. This tension is most prominent with Sales, who argue that Marketing merely hang on to their coat-tails – whilst Marketing say the same about them. Ouch. Until now. Intelligent CRM systems such as Microsoft Dynamics are now able to provide marketers with the in-depth analytics that they need to prove the journey of a lead and, most importantly, how that resulted in closed business.


Clear visibility of the outcome of marketing activity ensures that

From campaign management features and insightful marketing analytics, Microsoft Dynamics gives marketers the ability to increase the effectiveness of their programs and track key metrics. These metrics include:

  • web traffic and conversion rates
  • lead and campaign activity
  • clear visibility of the marketing funnel
  • marketing’s contribution to revenue
  • email success

This, in turn, allows marketers to provide the board with accurate and detailed insight into their impact on everything from conversions to increased close rate and improved sales and marketing alignment.

And the benefits of accurate reporting don’t just end with the satisfaction of knowing marketers make a contribution; these numbers and metrics can be used as an advantage to gauge individual campaign effectiveness, identify the need and identify minor modifications to see major improvements, thus increasing value even more!

To learn more about how Microsoft Dynamics can help you prove your worth, take a look at our latest video, An Overview of Microsoft Dynamics CRM 2013


Natasha Spurr
Natasha is an experienced CRM professional with a unique ability to work across both marketing and sales functions. As CRM Marketing Manager at Edgewater Fullscope, Natasha has helped the organization to achieve multiple global partner awards and leadership status across the UK and beyond.
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