Rethink Commerce Blog

Posts Tagged ‘marketing contribution to the bottom line’

Cut the Fluff: How Marketers Got (Back) into the Software Revenue Business

Posted on October 24th, 2013 by

Everybody knows fluffernutter sandwiches are delicious. And they’re where fluff belongs. For a long time, marketing teams struggled to measure and prove their value. Sometimes, this led to an over-reliance on “fluffy” metrics like “awareness” or “brand image.” Now, though, new buying behavior cuts deep into the fluff and extends the marketing arm way into the sales cycle and more sophisticated tracking tools are providing hard data on marketing’s contribution to the bottom line. Clearly, marketing is becoming busier (and less fluffy) than ever. […]