Most people don’t know this, but Sellforte was not originally a marketing measurement company.
The north star since our founding in 2017 has been to deliver "Impact" to our customers.
Impact in our language = Visible improvements in customers' sales and profits.
We first thought we can deliver the most Impact by optimizing promotions in retail, since our founding team had expertise on the topic. We built a SaaS for promotion optimization and our initial wave of customers got great results - we were delivering Impact.
But after spending some time on promotion optimization, we noticed something really interesting.
As part of the promo analysis, we also had to model the effect of media to avoid over-attributing sales to promotions. By accident, our promo product started delivering media optimization recommendations 😀 We also noticed that our first wave of customers didn't have anything better in place for media optimization. At the same time, media budgets were huge. How can it be that marketing teams don't have better tools available for optimizing these massive budgets?
We saw an opportunity to deliver even more Impact by supporting retailers, eComs and dtc brands make better marketing investment decisions. We started envisioning a Next Gen Marketing Mix Modeling solution that
- Is extremely easy to take into use
- Has high quality results that marketers feel confident using in marketing decisions
- Can go deeper than any existing solution (campaign-level results)
At the end of 2019, we were supporting already more than 10 customers in marketing optimization.
Following our north star of Impact, we ask our customers every year how successful we are at delivering value to them. After seeing an amazing NPS score again, 61 this year, I'm super proud of our team's continued dedication to Impact.