Marketing has always had a tough challenge demonstrating their activities and indeed their spending, directly contributes to sales.
Having spent most of my working career in a Commercial role, I would be first to admit that I wasn't always convinced the 'big' budgets being spent by my colleagues was helping drive sales. After all, it was us in Commercial that actually 'made the money'.
It's no surprise therefore that Employee Advocacy programmes have a lot to prove as the new 'kid on the marketing block' but as this article explains, if you start out with social selling as a core objective then the ROI will follow.
I have found that those companies with a successful employee advocacy program have begun by focusing on social selling at the program’s onset. The reason is simple: Social selling requires salespeople – who don’t have a lot of extra time on their hands to dabble with social media – to share a lot of content in order to gain mindshare and traction with both present clients and future prospects. Marketing is always looking for ways to have their content shared by their salespeople (or partners and distributors), so an employee advocacy-fueled social selling program is an ideal match made in corporate heaven.