To do this, you need to evaluate each marketing activity (webinar, article, shorts, conference presentation) in Story Points.
Let’s say writing an article = N Story Points.
And for SEO and web development the assessment will be different.
How can you evaluate:
- by specialist qualification;
- at the cost of an hour of a specialist’s work;
- by the number of hours spent on preparing the activity, etc.
These Story Points can also be converted into sales directors email lists rubles and distributed to general marketing and unit marketing:
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If you want to remove the general marketing budget, you need to understand how to distribute it correctly. In this case, you also cannot do without correctly configured analytics to understand what labor costs to attribute to a particular unit:Image from the author’s archive
Elements of Unit Tie marketing budget allocation Economics Implementation
As experience shows, without them it will not email popups – 13 best practices to boost your conversion rates be possible to implement, configure and productively use unit economics:
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- Customized analytics. Without high-quality analytics, it is impossible to correctly calculate key indicators and evaluate the effectiveness of costs. Pay special attention to: the client’s first contact with your company (first visit), conversion pages where key actions occur and their optimization, UTM tags.
In B2B, the source of the first visit and the conversion page can be different: the visitor came to general marketing, and left a request on the page of a specific product.
If these indicators are not turkey data monitored, a false impression may be formed about the client’s behavior and sources of requests.
- Partnerships between units, which is especially important in the product unit economy. With this approach, you as a company should be interested in delivering as many services to the client as possible, connecting as many units to the interaction as possible. Why? To make it harder to replace you.It often happens that units do not share clients. This is fundamentally wrong: partnerships increase the efficiency of the entire company and increase its competitiveness.
- A coordinated marketing strategy of units and the company, including a brand book and a specific Tone of Voice (ToV) . So that the company’s positioning does not change and the client does not experience cognitive dissonance, a discrepancy between “expectations and reality”.
