Measuring marketing’s impact: From metrics to growth

Marketing ROI. The two most hopeful — yet sometimes frustrating — words in business.

Here’s why: Marketing impact can be a double-edged sword. It fuels future sales and shapes brand perception, both undeniably crucial, but notoriously tricky to measure. That’s where you, the marketer, are challenged to translate marketing into hard numbers, proving its worth beyond a flurry of activity.

While revenue growth is prime currency, there’s a deeper truth. Phil Knight, co-founder of Nike, said, “Marketing is no longer about the stuff that you make, but about the stories you tell, the connections you make and the value you deliver.”

True value isn’t just a sales bump. It’s building a brand story that resonates — forging connections that turn customers into loyal referrals and delivering an experience beyond the solution. That’s the “secret” for sustainable growth, not a fleeting sales spike.

The challenge doesn’t stop there. While ROI provides a common language, the perception of value can differ greatly across functions. 

Consider this view from IT, via Warren Street, former SVP of Cloud Engineering at U.S. Bank: “Engineering builds it, Marketing translates it. Through clear communication, marketing ensures the product features land as promised, maximizing its value.” 

While finance sees marketing’s greatest impact on revenue growth, sales values its ability to deliver leads. Within marketing, there should be more focus on brand awareness versus driving immediate conversions.

Delivering marketing value across the enterprise

Marketing’s impact extends beyond lead gen and crafting campaigns. It’s a strategic powerhouse intersecting with every aspect of the business. Aligning with business objectives is critical to demonstrating real value. Here are three ways marketing can shift focus from metrics to meaningful business impact.

1. Build a brand that fuels demand. A strong brand commands loyalty and advocacy. Marketing does this through compelling narratives and seamless, sticky experiences. “Perception is everything. Marketing adds value by telling meaningful stories that give credibility and inspire action,” said Frank Mesa, General Manager of Sports & Entertainment at Microsoft. “Marketing provides content that educates and equips teams with key talking points to drive client conversations. And creates unforgettable experiences that leave a lasting impression.” Forging a distinct brand identity, lets companies outshine competitors and capture premium value. A strong brand is the foundation for successful demand generation.
   
2. Accelerate revenue growth. Marketing is the engine that accelerates sales. By truly understanding customer needs and market dynamics, marketing develops compelling value propositions and generates qualified leads. “Marketing, at its best, is the strategic intelligence fueling sales growth,” said Allen Richey, Chief Operating Officer at PacTech. “By uncovering customer and competitive insights, marketing develops effective positioning that empowers sales to acquire new customers and increase revenue.”
   
3. Ignite Innovation. Marketing is pivotal in identifying emerging trends and customer needs. By partnering with product development, marketing provides critical insights and competitive intelligence to inform product strategy. This ensures alignment with market demands, leading to successful launches and sustained growth. “Marketing reframes complex technical offerings into easily understood value propositions, helping customers visualize the final product,” said Alan MacLeod, VP of Technology Operations at NBCUniversal. “This facilitates the sales process, promotes broader adoption, and maximizes the return on technology investments.”

Marketing is a significant investment requiring measurable returns. You must identify the KPIs that resonate with stakeholder goals and advance the business. Prioritizing initiatives that deliver on these KPIs lets marketers allocate resources strategically. This isn’t just data-driven; it’s essential business acumen.

Marketing: The business multiplier

Marketing isn’t an expense; it’s an investment in future growth. 

“Marketing keeps your company prepared for unexpected obstacles. Its value is most evident during unforeseen challenges,” said Michelle DeFeo, President at Champagne Laurent-Perrier US. “Successful marketing builds long-term customer loyalty, making them less susceptible to competitors’ discounts or incentives. How inelastic is demand for your products when you need to raise prices due to sudden increases in cost of goods sold? The answer reveals the value of consistent marketing.”

Dig deeper: How additional information changes customer value assessments

By focusing on brand strength, revenue growth and innovation — marketing propels business forward. Growth is a universal priority, and marketing is the catalyst that ignites it.