{"id":1987,"date":"2022-06-06T11:23:16","date_gmt":"2022-06-06T04:23:16","guid":{"rendered":"https:\/\/stevensondang.com\/?p=1987"},"modified":"2022-06-06T11:23:16","modified_gmt":"2022-06-06T04:23:16","slug":"how-to-planning-for-marketing-roi","status":"publish","type":"post","link":"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/","title":{"rendered":"How to Planning for Marketing ROI"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Why_Marketing_Measurement_Matters_More_Than_Ever\" >Why Marketing Measurement Matters More Than Ever<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Shift_the_Conversation_with_Strategic_Measurement\" >Shift the Conversation with Strategic Measurement<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#1_Know_the_Return_of_Every_Marketing_Investment\" >1. Know the Return of Every Marketing Investment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#2_Forecast_Results_Not_Just_Costs\" >2. Forecast Results, Not Just Costs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#3_Present_Budgets_as_Investments\" >3. Present Budgets as Investments<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Rethinking_Marketings_Role_in_the_Buyer_Journey\" >Rethinking Marketing&#8217;s Role in the Buyer Journey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#The_5_Stages_of_Marketing_Accountability\" >The 5 Stages of Marketing Accountability<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Stage_1_Denial\" >Stage 1: Denial<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Stage_2_Fear\" >Stage 2: Fear<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Stage_3_Confusion\" >Stage 3: Confusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Stage_4_Self-Promotion\" >Stage 4: Self-Promotion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Stage_5_Responsibility\" >Stage 5: Responsibility<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Becoming_a_Strategic_Marketing_Leader\" >Becoming a Strategic Marketing Leader<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#1_Speak_the_Language_of_the_CFO\" >1. Speak the Language of the CFO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#2_Build_Cross-Functional_Alignment\" >2. Build Cross-Functional Alignment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#3_Invest_in_Measurement_Tools\" >3. Invest in Measurement Tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#4_Track_Both_Soft_and_Hard_Metrics\" >4. Track Both Soft and Hard Metrics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#5_Reframe_Marketing_as_a_Revenue_Engine\" >5. Reframe Marketing as a Revenue Engine<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/stevensondang.com\/blog\/how-to-planning-for-marketing-roi\/#Final_Thoughts_Measurable_Marketing_Earns_Respect\" >Final Thoughts: Measurable Marketing Earns Respect<\/a><\/li><\/ul><\/nav><\/div>\n<p data-pm-slice=\"1 1 []\">In many companies, there&#8217;s an unspoken belief that <strong>marketing is just support<\/strong>\u2014a creative function that exists to make things look nice, throw events, or post on social media. As a result, marketing teams are often excluded from high-level business conversations and decisions. But the problem isn&#8217;t creativity\u2014it\u2019s <strong>credibility<\/strong>.<\/p>\n<p>I\u2019m <strong>Steven Sondang<\/strong>, a <strong>Digital Marketer and Business Strategy Specialist with 15 years of experience<\/strong>, and I\u2019ve seen this disconnect play out countless times. But I\u2019ve also seen how <strong>marketing measurement<\/strong> can flip the narrative. When marketers learn to speak the language of the boardroom\u2014<strong>revenue, profit, ROI<\/strong>\u2014they stop being viewed as a cost center and start becoming indispensable business drivers.<\/p>\n<p>Let\u2019s walk through the mindset shift that earns marketing the respect it deserves.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Marketing_Measurement_Matters_More_Than_Ever\"><\/span>Why Marketing Measurement Matters More Than Ever<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The most respected functions in a company\u2014finance, sales, operations\u2014are the ones that deal directly with <strong>growth and numbers<\/strong>. If marketing wants a seat at the revenue table, it must do the same.<\/p>\n<p>Executives don\u2019t care about open rates or retweets. They care about:<\/p>\n<ul data-spread=\"false\">\n<li><strong>How much revenue marketing drives<\/strong><\/li>\n<li><strong>The ROI of marketing spend<\/strong><\/li>\n<li><strong>Forecasts that help guide strategy<\/strong><\/li>\n<\/ul>\n<p>That means <strong>metrics like awareness, downloads, or traffic are only useful if they tie directly to pipeline and revenue<\/strong>.<\/p>\n<blockquote><p><strong>76% of B2B marketers say measuring ROI earns greater respect across the company.<\/strong><\/p><\/blockquote>\n<p>So, how do we go from overlooked to essential?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Shift_the_Conversation_with_Strategic_Measurement\"><\/span>Shift the Conversation with Strategic Measurement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Know_the_Return_of_Every_Marketing_Investment\"><\/span><strong>1. Know the Return of Every Marketing Investment<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you can\u2019t identify which marketing activities drive revenue, you\u2019re operating blind. This affects everything\u2014from budget approvals to your internal influence.<\/p>\n<p>Make every dollar accountable. Track spend, conversion, velocity, and return. When you know the numbers, you control the narrative.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Forecast_Results_Not_Just_Costs\"><\/span><strong>2. Forecast Results, Not Just Costs<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the best ways to shift perceptions is to start <strong>predicting outcomes<\/strong>. Stop reporting only what\u2019s already happened\u2014start projecting what will happen:<\/p>\n<ul data-spread=\"false\">\n<li>Number of qualified leads expected<\/li>\n<li>Size of pipeline marketing will generate<\/li>\n<li>Contribution to revenue in the next quarter<\/li>\n<\/ul>\n<p><strong>Revenue projections position marketing as a strategic growth driver.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Present_Budgets_as_Investments\"><\/span><strong>3. Present Budgets as Investments<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you talk about marketing as an expense, leaders start thinking about where to cut. But when you show:<\/p>\n<ul data-spread=\"false\">\n<li>What each campaign costs<\/li>\n<li>What returns it generates<\/li>\n<li>How long it takes to pay back<\/li>\n<\/ul>\n<p>&#8230;your budget becomes a case for <strong>investment<\/strong>, not cost.<\/p>\n<p>Marketers who frame their strategies financially earn more trust\u2014and more resources.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rethinking_Marketings_Role_in_the_Buyer_Journey\"><\/span>Rethinking Marketing&#8217;s Role in the Buyer Journey<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the past, buyers depended on sales reps to guide them. Today, they do their own research. They search. They scroll. They compare.<\/p>\n<p>That means <strong>marketing now owns more of the revenue journey than ever before<\/strong>.<\/p>\n<p>You\u2019re engaging prospects before they ever speak to sales. You\u2019re educating, nurturing, building trust. And all of that must be measurable. Why?<\/p>\n<p>Because with <strong>greater influence comes greater accountability.<\/strong><\/p>\n<p>If marketing wants the recognition, it must also take responsibility for the results.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_5_Stages_of_Marketing_Accountability\"><\/span>The 5 Stages of Marketing Accountability<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marketing maturity isn\u2019t just about tactics\u2014it\u2019s about mindset. Here\u2019s how teams evolve:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_1_Denial\"><\/span><strong>Stage 1: Denial<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>&#8220;Marketing can\u2019t be measured. It\u2019s an art.&#8221;<\/em><\/p><\/blockquote>\n<p>This stage distances marketing from business outcomes. It leads to isolation\u2014and budget cuts.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_2_Fear\"><\/span><strong>Stage 2: Fear<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>&#8220;What if we measure and the numbers look bad?&#8221;<\/em><\/p><\/blockquote>\n<p>The fear of exposure keeps marketers from owning performance. But not measuring doesn\u2019t hide poor results\u2014it hides improvement opportunities.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_3_Confusion\"><\/span><strong>Stage 3: Confusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>&#8220;I know we need metrics, but I\u2019m not sure how to connect them to revenue.&#8221;<\/em><\/p><\/blockquote>\n<p>At this stage, teams might track vanity metrics\u2014like clicks and views\u2014but lack a framework for evaluating business impact.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_4_Self-Promotion\"><\/span><strong>Stage 4: Self-Promotion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>&#8220;Look at all these reports!&#8221;<\/em><\/p><\/blockquote>\n<p>Here, marketing teams measure everything that\u2019s easy, but fail to link it to sales or profit. The result is <strong>noise without clarity<\/strong>.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_5_Responsibility\"><\/span><strong>Stage 5: Responsibility<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>&#8220;Revenue starts with marketing.&#8221;<\/em><\/p><\/blockquote>\n<p>This is where credibility is earned. Budgets become strategic investments. Campaigns are tied to forecasts. And marketing becomes <strong>a true growth engine<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Becoming_a_Strategic_Marketing_Leader\"><\/span>Becoming a Strategic Marketing Leader<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>So how do you lead this transformation? Here are five actionable principles:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Speak_the_Language_of_the_CFO\"><\/span><strong>1. Speak the Language of the CFO<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use terms like &#8220;CAC&#8221; (Customer Acquisition Cost), &#8220;CLTV&#8221; (Customer Lifetime Value), and &#8220;ROI&#8221; in every plan. <strong>Executive teams respect marketers who think in terms of margins and multipliers.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Build_Cross-Functional_Alignment\"><\/span><strong>2. Build Cross-Functional Alignment<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Collaborate with sales. Sync forecasts. Share data. <strong>When marketing and sales align around pipeline and revenue goals, results follow.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Invest_in_Measurement_Tools\"><\/span><strong>3. Invest in Measurement Tools<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Whether it\u2019s CRM attribution models or campaign dashboards, <strong>you need systems that show where marketing\u2019s impact is being made.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Track_Both_Soft_and_Hard_Metrics\"><\/span><strong>4. Track Both Soft and Hard Metrics<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Awareness, reach, and engagement matter\u2014but they\u2019re stepping stones. <strong>Tie them back to qualified leads, deal velocity, and conversion rates.<\/strong><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Reframe_Marketing_as_a_Revenue_Engine\"><\/span><strong>5. Reframe Marketing as a Revenue Engine<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>From messaging to metrics, align your function around growth. <strong>Marketing isn\u2019t a department. It\u2019s a driver.<\/strong><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts_Measurable_Marketing_Earns_Respect\"><\/span>Final Thoughts: Measurable Marketing Earns Respect<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In my 15+ years working across growth-stage startups and enterprise brands, I\u2019ve watched marketing teams go from afterthought to influence powerhouse\u2014<strong>but only when they chose to be accountable.<\/strong><\/p>\n<p>If you want more budget, more respect, and a real say in the strategy, don\u2019t ask for it\u2014<strong>earn it through marketing measurement<\/strong>.<\/p>\n<p>Because the truth is simple: <strong>If you can&#8217;t measure it, don&#8217;t claim it.<\/strong><\/p>\n<p>But once you can? <strong>Claim it. Lead it. Grow it.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In many companies, there&#8217;s an unspoken belief that marketing is just support\u2014a creative function that&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","meta_keywords":"","rank_math_focus_keyword":"Planning for Marketing ROI"},"categories":[5],"tags":[26,28],"newstopic":[],"class_list":["post-1987","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-daily-business-food","tag-marketing-budget","tag-marketing-roi"],"_links":{"self":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/1987","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/comments?post=1987"}],"version-history":[{"count":0,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/1987\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media\/9607"}],"wp:attachment":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media?parent=1987"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/categories?post=1987"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/tags?post=1987"},{"taxonomy":"newstopic","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/newstopic?post=1987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}