Finding the return on marketing investment: PGi’s Melissa Wong

PGi's senior vice-president of strategy and marketing talks to CMO about her approach to return on marketing investment and how she's using technology to be a change agent

IT relationship

As marketing calls on copious amounts of technology to help calculate things like ROMI, there is the rising challenge of how to integrate it with a company’s IT infrastructure. Wong’s own adoption of technology is made easier because product and marketing capabilities are grouped together at PGi, and technology innovation is core to product development and growth.

“Being technology minded also goes a long way in helping that relationship between IT and marketing,” Wong said. “We better understand their needs and we can be faster, more productive and smarter about how we work. There are also less bottlenecks to overcome. PGi has a passion for and understands the role technology plays in our business.”

For those aren’t graced with such a technology background, Wong recommended working on your individual relationship with members of the IT team. “We are transparent about what we do and engage and treat people with respect,” she continued. “If we are open about a problem, look at all avenues and options and have a two-way conversation, the outcome will be positive.

“My relationships with finance, sales and the client team are equally as good.”

Head-to-head: Do CMOs need their own marketing technologist?

Top of PGI’s to-do list over next 12 months is mobilising its workforce and communicating its own insights to its customer base.

As CMOs rise in importance up the corporate ladder, Wong advocated others to be passionate about learning and embrace technology and change. “Today, a CMO is a translation tool between the cross functions – IT, sales, product development and the board,” she claimed. “This ability to talk to all functions is core to a marketer, but understanding that wasn’t as pronounced 10-15 years ago.

“Look at change as an opportunity to learn, and then look at how it is going to help your customers and the balance. It’s a balance of iQ and eQ.”

It’s also not good enough just being a marketer, Wong said, adding that those who make the biggest impact will do so by understanding the business as well as what drives its customers and sales.

“These are metrics of revenue. The core thinking and principles of running the business are crucial,” she added.

PGi: Melissa's key achievement metrics:
  • The move from traditional conference to software-as-a-service (SaaS) saw growth in licence revenue pipeline of 17 per cent in six months
  • 560 per cent year-on-year growth in the number of licence opportunities from February 2012 to February 2013
  • 88 per cent growth in number of licence opportunities between September 2012 to February 2013
  • As of March 2013, the opportunity pipeline ratio was 52 per cent minutes pipeline revenue vs 48 per cent licence revenue. In comparison, 69 per cent of pipeline in September 2012 was per minute vs 31 per cent licences.

Follow CMO on Twitter: @CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in