TurboTenant

FROM MARKETING METRICS TO BUSINESS OUTCOMES

Historically, marketing owned topof-funnel metrics like impressions, traffic, engagement, and lead volume. This traditional approach effectively outsourced the ultimate proof of value to other departments, relying on sales to close deals or product teams to convert users.

Today, access to more granular data has fundamentally shifted expectations. Marketing is now accountable for core business outcomes, including customer acquisition and revenue. Because marketing commands a significant portion of the company’s budget, we have both the responsibility and the opportunity to use data to demonstrate clear return on investment and tell the story of our impact on the business. Without this level of accountability, marketing remains a cost center whose true impact is credited to another team’s success metrics.

CREATIVITY AS A BUSINESS PROBLEM-SOLVING TOOL

Today, creativity does not simply look like a new impressive ad or shifting messaging. The challenge of the marketer is to look at creative problem solving as troubleshooting challenges in conversion rates or data gaps.

There is immense opportunity to solve creative problems with coding, data and tracking. We should start this process by first understanding what the business needs are and then walking ourselves backwards to find the solution.

Through this process, we identify critical gaps in data, execution or positioning and can deliver targeted solutions to resolve them. Then we can layer in the visual and storytelling creative to drive home that solution.

CONNECTING MARKETING TECHNOLOGY TO BUSINESS VALUE

Marketers on my team are expected to own their data and the tech stack that makes it work. That combination is the foundation of a strong marketing engine. It is also your starting point for finding opportunities and catching challenges early. You can then use your creative thinking skills to bridge any gaps you discover.

If you notice lifetime value becoming stagnant or average order value plateauing, you can use creative solutions to move those needles and drive real impact. Marketing does not just drive growth, it drives incremental value for the business if you can use all of the tools, including data and technology, at your disposal to win.

BUILDING EXECUTIVE TRUST THROUGH ACCOUNTABILITY

I believe there is a need for marketers to market themselves better internally. This starts with using the right messaging for your audience, who is most often someone sitting on the executive board.

CEOs resonate with revenue and customers more than abstract concepts. When you are able to clearly paint a picture of how your marketing efforts increased revenue or customers, you are now speaking the CEO’s language. From there, take ownership of reporting ongoing impact, backed by real data. When you are owning the story of success or even the failures, trust begins to grow and your business impact becomes much clearer.

COMMUNICATING MARKETING’S VALUE TO THE BUSINESS

Tying business initiatives to marketing efforts is vital. If you are unable to link your efforts to revenue or customers, you’re not owning your own story.

True marketers must master the art of clearly communicating how a business delivers genuine, meaningful value to its customers. Equally critical is a marketing leader’s ability to articulate their own team's impact, reinforcing marketing as an indispensable engine of business growth.