As marketers, we assume marketing is a simple system with linear relationships (i.e., spend goes up, leads go up & pipeline goes up) But that is not always the case - most of the marketing is a non-linear model (i.e., spending goes up, but leads don't go up by the same amount) I don't see this often discussed here or otherwise, except a few rare instances (like the Rela session with MKT1 & Emily / Kathleen) . Should I dig a little deeper into this & share as I learn more about this myself?
Great topic. Would love to hear more on what you are seeing.
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8moUnderstanding the shape of the curve from historical data is the best way to inform where you are in terms of diminishing returns! And yes, it's almost never linear... if it looks like linear, wow, there's a ton of low hanging fruit... I'm fairly certain that most marketers with significant ad spend know this already, no? :)