DIY Marketing Analytics: The Budget Heist of the Century

The CMO mandate isn't centered on developing a DIY solution; it's about establishing a scalable, repeatable GTM engine that effectively drives pipeline and sales.

Daniel Raskin
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5
 MIN READ
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January 11, 2024

Alright, the title might sound a touch dramatic. Nevertheless, on a weekly basis, I engage with B2B marketing leaders facing a dilemma – they find themselves at the mercy of internal teams insistent on building a Do-It-Yourself (DIY) marketing analytics platform from the ground up. 

Despite the exorbitant expense, resource, and time demands required to build a custom solution, these teams are unwavering in their assurance that they can provide the essential insights vital for steering the business. 

Imagine your response if an employee approached you, suggesting the development of a DIY marketing automation or Account-Based Marketing solution as an alternative to established platforms such as HubSpot, Marketo, 6Sense, or Demandbase. Would you be willing to allocate the necessary time, resources, and budget to build it?

Constructing a comprehensive marketing analytics platform is a costly endeavor that demands a wide range of technical expertise. At Mperativ, our dedicated development team has spent more than four years refining our revenue marketing platform in collaboration with a broad range of B2B marketing leaders. This task has involved the meticulous development of many components including:

- Optimized Data Model: Aimed at addressing critical business questions.

- Data Architecture: Identifying essential infrastructure, tools, and data storage solutions.

- Continuous Data Integration Service: Extracting, transforming, and loading substantial volumes of go-to-market data.

- Data Engineering Services: Structuring raw data into usable formats.

- Data APIs: Connecting data to frontend applications for visualization and insights.

- Data Security Measures: Upholding the highest standards in information security.

Note: It's interesting how vendors must demonstrate SOC2 compliance, while internal DIY projects often bypass these regulations.

Once a comprehensive data strategy is in place, the next pivotal step involves crafting the application itself. This requires building tailored and invaluable insights designed explicitly for GTM analysis. It hinges on a deep understanding of the Chief Marketing Officer persona and the specific insights critical for their success. This entails:

- Fiscal Year Planning: Establishing a GTM model that outlines strategies to reach pipeline and sales targets.

- Quarterly KPIs: Continuously tracking lead/account metrics, pipeline creation, pipeline acceleration, and sales acceleration.

- Revenue Supply Chain: Visualizing the demand engine for ongoing enhancements, maximizing sales velocity.

- Market Segmentation: Analyzing the business from diverse perspectives – market size, regions, reps, industry, etc.

- Pipeline Growth: Utilizing a game board to dissect net pipeline, growth rates, and forecasting year-end volumes.

- Pipeline Forecasting: Evaluating market segments, pipeline multiples, and pinpointing marketing focus for robust pipeline coverage.

- Contribution Models: Identifying how each business function contributes to acquiring new accounts in the demand engine.

- Attribution Models: Business-centric attribution models that articulate GTM influence throughout the customer journey.

- Customer Journey: Visual representations detailing GTM activity from initial contact to closure.

- Budget Metrics: Linking GTM program budget to cost per win, pipeline opportunity, account, lead, and more.

- AI Optimization: Building a platform optimized for AI prediction, generative AI and the ever changing world of marketing science.

The main hurdle in adopting off-the-shelf marketing analytics solutions often stems from the perception that internal data issues must be resolved before extracting value. This is a fallacy. Transparency is the linchpin for data cleanup. In addition to providing critical business insights, a marketing analytics platform must surface data and operational issues that need to be assessed, prioritized, and fixed by revenue operations teams. 

Yes, I'm deeply passionate about this topic. As a CMO, immediate access to GTM insights is absolutely crucial for me. I can't afford to wait for the development of a DIY system with a multi-year roadmap. The need for answers to critical business questions is pressing; I require a dynamic system capable of providing insights from every angle as the business landscape evolves.

Yes, I am deeply passionate about this topic. As a CMO, immediate access to GTM insights is absolutely crucial. I don’t have the luxury of waiting for someone to build a DIY system that has a multi-year roadmap. I require a dynamic platform capable of providing insights from every angle as the business landscape evolves.

My mandate isn't centered on developing a DIY solution; it's about establishing a scalable, repeatable GTM engine that effectively drives pipeline and sales. ‘Nuff said.

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