{"id":8653,"date":"2022-06-15T16:56:22","date_gmt":"2022-06-15T14:56:22","guid":{"rendered":"https:\/\/chapmanbright.com\/?post_type=resources&p=8653"},"modified":"2025-11-17T12:56:48","modified_gmt":"2025-11-17T11:56:48","slug":"your-roadmap-to-marketing-roi","status":"publish","type":"resources","link":"https:\/\/chapmanbright.com\/nl\/resources\/guides-tools\/your-roadmap-to-marketing-roi\/","title":"Your Roadmap to Marketing ROI ","content":{"rendered":"","protected":false},"parent":0,"template":"","cb_resources_category":[89],"class_list":["post-8653","resources","type-resources","status-publish","hentry","cb_resources_category-guides-tools"],"acf":{"banner":8659,"title":"Your Roadmap to Marketing ROI ","text_overview":"Adopting a new marketing tool, with all its impressive high-tech bells and whistles can be intimidating. A powerful marketing automation tool like Marketo Engage offers a vast variety of functionalities that can be applied in a multitude of ways to create custom processes that deliver on your business needs.\u202fSo how can you get started with your marketing automation journey and ensure success?\u00a0\u00a0","image":8655,"button":"Read","components":[{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"","text":"This article reflects Chapman Bright\u2019s earlier focus on Marketo and 'classical' marketing automation.\r\nToday we help B2B companies scale productivity with automation, AI, and agents. Read more<\/a><\/em>","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"","text":"Adopting a new marketing tool, with all its impressive high-tech bells and whistles can be intimidating. A powerful marketing automation tool like Marketo Engage offers a vast variety of functionalities that can be applied in a multitude of ways to create custom processes that deliver on your business needs.\u202fSo how can you get started with your marketing automation journey and ensure success?","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"'Show me the money!'","text":"That\u2019s probably something you\u2019ve heard before from upper management or your CEO. \u2018Why are we doing this\u201d and \u2018what\u2019s the ROI\u2019? Well, if you don't have a clear overview of what it is you want to achieve, you will find it very difficult to formulate that elevator pitch, let alone define your business case or roadmap to success. That is why identifying your use cases is key to your success<\/a>. If you are not yet familiar with this term, a use case defines how to apply marketing automation to a specific process within your company in order to improve the value generated or reduce costs.\r\n\r\nBut how does one go about identifying use cases and deciding which ones to focus on?","button":null},{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"Get buy-in from stakeholders","text":"When trying to solve challenges for your organization, it is important to first understand the problem as well as the ambition, and what better way to do that than to involve stakeholders and process owners in the conversation? This is why we recommend a pragmatic approach, bringing them together for a hands-on workshop to identify the most value-contributing use cases.\u202fIncidentally, this helps you get buy-in and ensure alignment within the organization which contributes to a smoother transformation journey.","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"Dig deep for your why, what, who & how","text":"At Chapman Bright, we work closely with clients to help identify the most relevant use cases, and subsequently which functionalities will be needed to deliver them.\r\n\r\nEach use case is summarized by:\u200c\r\n