The No. 1 goal for 65% of marketers is to grow ROI.
But most people don't know how to model those gains.
Here's a quick guide on modeling martech investment ROI 🧵:
(thread as a screenshot at the end)
There are two types of improvements from martech:
1. Operational: day-to-day benefits with lasting results.
2. Performance: Wide-scale benefits with top-line results.
🔑: Account for both!
Operational improvements:
• Enhanced productivity
• Cost reductions
Let's elaborate.
What could "enhanced productivity" look like?
• Quicker workflows
• Easier collaboration
Ex: @Issuu transforms static content into multi-channel creative.
How about "cost reductions"?
• Lower integration fees
• Vendor consolidation
Ex: More brands = more margins you pay. Switch to a suite like @HubSpot and you'll save overall.
Now let's discuss performance improvements:
• Incremental sales + leads
• Martech stack integration
Let's talk about both.
"Incremental leads" are the most intuitive gains:
• Top-line benefits
• New sales and customers
Ex: A new CDP like @Segment could increase your conversions via better targeting.
What is "martech stack integration"?
• Enhanced synergies
• Smoother customer journey
Ex: Going from Canva, InVision, and Final Cut to just @creativecloud could boost cohesion.
To summarize, here's what you should track when modeling martech investment gains:
• Workflow speed increases
• Fewer collaboration roadblocks
• Increased leads and sales
To name a few.
Here's the thread in a screenshot:
For a more detailed breakdown with 3 more metrics to track, check out the blog post here:
portagelabs.io/blog/martech-gains
Follow for more martech breakdowns, tips, and studies in your feed:
twitter.com/PortageLabs
You can read the unrolled version of this thread here:
typefully.com/u/PortageLabs/t/EpuD0oCTduqV
Portage Labs
@PortageLabs
Portage Labs is a boutique digital service agency that makes the journey to achieving organizational goals easier.