Cracking the code of communicating total marketing value: why indirect value is the key
What is marketing value? Ask ten marketers, and you’ll likely get ten different answers. For example, leads, awareness, thought leadership, or pipeline generation. These are all partially true but rarely tell the full story. Marketing value is what you can identify, measure, and affect on through your efforts, both directly and indirectly. A clear understanding of this allows you to communicate marketing’s full impact to stakeholders. Yet, many marketers narrow their view, identifying and communicating only 25–50% of the total value.
In this article, I’ll introduce the concept of direct and indirect value and offer tips to help you broaden your perspective and uncover the full scope of marketing value.
