Of course, there may be more, but, as Marketing Cost Allocationpractice shows, it is worth paying attention to the following five first:
- The reason why clients come to the company. Where does the traffic come from, how high-quality is it and how does it affect the sales funnel.For example, in the case of Completo, about 60% of Clients come to us not to receive a specific service, but as B2B experts who can offer a working solution to their problem.The reason for entering is the company and its positioning and reputation as a whole, and not a single unit.
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Marketing work isMarketing Cost Allocation labor-intensive.
- Content creation, launching advertising training directors email lists campaigns, and analytics require different levels of involvement from specialists.Writing an article by an SEO unit and by web developers are completely different time commitments that are also important to keep in mind and understand what will influence them.
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Existing distribution of leads.
- Let’s say you work in a certain industry where there are 2,500 companies. You need to consider how and by what principles they are distributed incorporate automation for a smooth onboarding process across the market in order to forecast your development and correctly plan costs.
- Leading product or unit. “Flagship” products can generate more leads, but often require increased promotion costs. However, it is worth considering that such products are capable of bringing a client to the company, with whom other units can work.
- Unit participation in marketing. Employees of one unit can be excellent speakers and authors, ready to speak a lot and turkey data prepare content, while those of another unit can be salespeople and product managers, “techies” not predisposed to such activities. Accordingly, in the second case, marketing expenses will be higher.
How can we schematically reflect the distribution of such costs?
Let’s consider 2 main options.
Option 1: if you calculate costs directly in rubles.
Here it is worth highlighting the costs of general marketing (especially if they come to you as an expert company, and not immediately for a specific service). And the costs of each unit, where they, on their own initiative or at the request of marketing, allocate funding to meet the needs for quallids.
