If you’re like many of our customers, you’re in the thick of executing a plethora of various marketing campaigns at once. Often, these campaigns entail a number of moving parts, from different forms of content to a variety of selling channels. At a recent event where I was discussing best practices for measuring Marketing, one of the participants ask for a list of metrics he could use to measure campaign performance. This is when I realize that some people believe there is a specific list of measures and metrics everyone can employ.
Articles by: Laura Patterson
It’s our contention that one of the reasons Marketing leaders are having trouble proving Marketing’s value and are seeing their budgets pulled back is because they are now too focused on downstream Marketing at the expense of upstream Marketing. The realm of upstream Marketing is effective growth. The realm of downstream Marketing is effective leads. The former requires a different set of strategy skills. Effective upstream Marketing makes downstream Marketing so much easier and cost-effective. Read more ›
It’s wonderful to see so many folks focused on Marketing metrics and accountability. The past few weeks we’ve fielded a lot of questions on selecting Marketing metrics. Here’s how this conversation typically begins. An email arrives with this plea, “our CXO (insert CEO, CFO, COO, your pick) wants us to develop an X metric (insert customer, growth) that will show how Marketing is impacting the business. We’re thinking about one of these (there’s usually a list something like customer loyalty, rate of customer acquisition, brand preference, Marketing ROI), which one should we use?” Read more ›
Companies currently focus on business transformation to help improve innovation, achieve agility, and better deal with disruption. According to KMPG, 93% of U.S.-based multi-national companies are undergoing some kind of transformation program. Companies that have undergone transformation have seen, on average, an 8% surge in profits. Read more ›
As we start the year, many of you will be faced with making decisions. McKinsey has conducted global studies to understand how companies make decisions, what decisions they need to make, and the best practices around decision making. They have learned that the majority of decisions are made outside the annual planning process and that most decisions are tied to growth and value creation. In fact KPMG declares that “growth is usually one of the top agenda items for CEOs.” Read more ›