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Marketing Measurement and Metrics

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How to Make What You’re Counting in Marketing Count

There’s more to Marketing accountability than counting what Marketing does and the costs. Make sure what you’re counting matters to the business.

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Are There Magic Marketing Metrics in the Engagement Economy?

Perhaps you’ve heard that we are in now what is known as the Engagement Economy. Nearly a decade ago, The Institute for the Future, an independent, nonprofit strategic research group, explored what they referred to as the “Burgeoning Economy of Engagement.” The idea has continued to gain traction, and today the basic premise is that […]

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How to Report on the Value Marketing Generates

We suspect your CEO, CFO, COO, or president has a cadence for each function to report on performance. If this is the case, as the Marketing leader you provide some type of report to help your leadership team understand the value of Marketing. We have found, as a part of our dashboard review process, that […]

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How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success. However, we believe that every company needs to be focused on customer success, whether there is a designated person in this role […]

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Score Big with a Marketing Measurement Playbook

We most often hear about playbooks in reference to sports, but the concept is applicable in almost any industry. A playbook serves as a useful tool to outline a strategy for an activity. We’ve suggested and worked with many customers to help them develop playbooks for improving a variety of Marketing capabilities, including Marketing and Sales […]

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How to Use Attribution Models to Decipher the Right Mix

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across […]

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How to Navigate the Winding Road of Accountability

The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business. One proof point is the findings in our MPM Benchmark study Cook Up Your Best Marketing Performance, where 64% of the participants indicated that “the […]

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Marketing ROI Is a Trap! Here’s How to Avoid It

Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI. However, though many of our customers are anticipating advice or information on the subject, they are often surprised when we spend a large part of the time explaining why this measurement […]

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How Your Customers Can Help You Drive Growth

In his well-regarded December 2003 HBR article, “The One Number You Need to Grow,” Fred Reichheld once suggested that the value of any one customer resides both in what that person buys and what they are prepared to tell others. The full value of your customer needs to include a measure of his or her ability to serve as […]

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What is the Expected ROI for Your Marketing Plan? And How to Do It

Today’s Marketing leadership is expected to be data-driven and measurement savvy. Your Marketing plan should immediately demonstrate both capabilities. In fact, calculating your Marketing plan ROI should be an integral part of your business processes. Determine your Marketing plan’s ROI by arming your team with data related to finding, keeping and growing the value of […]

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