First, this isn’t my idea. This nifty equation is the brainchild of the folks at MarketingExperiments.com. The full (and scientifically detailed) explanation is on their website, but here’s the Cliffs Notes version:
The equation, C = 4M + 3V + 2(I – F) – 2A, represents the likelihood of Conversion (C).
- M represents motivation of the subject (the prospect).
- V represents the clarity of the value proposition (the message).
- I represents the incentive to take action (the gain), while F represents the friction of the process (the pain).
- Finally, A represents the anxiety of taking the action (the risk).
So, the next time your leadership team wants quantitative proof of what marketing is doing, try this one on them.