# Marketing and demand — Radexus

> You spend on exhibitions, portals and campaigns and cannot prove which of them produced an order, so every renewal conversation is a defence.

*Source: https://radexus.com/functions/marketing/*

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[Where the number lives](https://radexus.com/functions/)  /  Marketing and demand

# Marketing and demand

You spend on exhibitions, portals and campaigns and cannot prove which of them produced an order, so every renewal conversation is a defence.

- The number: **Spend traceable to closed revenue**
- Or: **enquiries answered inside SLA**
- Who owns it: **CMO, demand generation, digital and events**

Spend traceable to closed revenue. Agreed in writing, before anything is built.

## What this looks like from the inside.

If three or more of these are true, there is almost certainly a number here worth chasing.

-   *01*Enquiries arrive, the obvious ones get called, and the rest go cold in an inbox.
-   *02*Every channel gets renewed because no channel can be proved to have failed.
-   *03*The enquiry log and the order book cannot be joined, so attribution stops at the first click.
-   *04*An exhibition costs a fortune and produces a spreadsheet of business cards nobody works.
-   *05*Nobody recycles an enquiry that went quiet, even when the company later posts a tender.

## The number we would agree first.

The definition

Marketing spend traceable to closed revenue, computed on the resolved enquiry log, by channel, over trailing four quarters. Or share of enquiries first contacted inside the agreed SLA.

Why that one

Response time moves within weeks and is visible to everyone. Attribution takes longer but settles the argument you have been losing at every budget review.

First meeting, no data from you

Enquiry response analysis on one export of your enquiry log: the share contacted inside an hour, and where the rest went cold.

## 6 plays that move it.

Each is built from the same nine patterns and reads the same memory. The first is priced as a pilot. Every one after it runs on a memory that already exists.

-   **Marketing**Campaign and channel attribution
-   **Marketing**Enquiry scoring and routing
-   **Marketing**Enquiry recycling on triggers
-   **Marketing**Event and exhibition return model
-   **Marketing**Spend reallocation model
-   **Acquire**Trigger monitoring on public record

## A number in this function we have already moved.

[Success story  /  Insurance distribution

### Three acquisitions in, they could not say how many clients they had.

Two agency management systems and a spreadsheet held overlapping books, so every retention and cross-sell question rested on a client count nobody trusted.

Read the success story](https://radexus.com/cases/resolved-book/)

## Bring four customer names. We run the first play before we meet.

[Start a discovery](https://radexus.com/start/)[All eight functions](https://radexus.com/functions/)

[Next functionCustomer success and retention](https://radexus.com/functions/success/)