Is improving your Marketing measurement critical to your organization’s success? If so, you’re in good company. Our Marketing Performance Management (MPM) research and that of others indicate that this is a priority for many Marketing organizations. Yet only about 20% of Marketing organizations are making good headway on Marketing measurement and accountability. Here’s how to make sure this initiative doesn’t go from resolving to dissolving.

Make Your Marketing Measurement Resolutions Stick

According to Statistic Brain less than ten percent of us actually achieve our resolutions. Experts say that being realistic, outlining a plan, and tracking our progress help us keep our resolutions. These same tips apply when it comes to proving and improving our Marketing (quantifying our value and achieving better Marketing ROI). To make sure your Marketing management and measurement resolutions stick, begin with the end in mind. Start with answering the question what business needle does the organization expect Marketing to impact.

Move 3 business needles, measurement — Marketing is expected to move 3 business needles.

Three business needles marketers are expected to move:

acquiring more customers
keeping more customers
growing customer value

A key step for success is to set the proper metrics for determining Marketing’s contribution each of these. By setting realistic performance targets designed to impact one or all of these needled and integrating the performance target directly into your marketing objectives you will be able to stay on track.

Marketing Measurement Starts With the Right Marketing Metrics

Establishing the right metrics combined with tracking progress will help you assess where improvements and adjustments are needed. The year is just underway. Take a moment to review your marketing plan to ensure that:

You established solid measurable Customer-Centric Marketing objectives
These objectives are well aligned to specific business outcomes
The metrics you selected will demonstrate our Marketing is impacting the business and serve as good leading indicators.

By putting customers at the center of your Marketing objectives, strategies, and Metrics, you focus on initiatives designed to engage customers and impact revenue. And properly aligned objectives and metrics drive results.

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We wish you success with all of your measurement resolutions. If you’re struggling let’s talk.

FAQ:

(written by Penn of Sintra.ai)

Q1: Why is improving Marketing measurement a priority for most organizations?
A: Marketing Performance Management (MPM) research shows it’s critical to organizational success. Yet only about 20% of Marketing organizations are making good headway—indicating a significant execution gap.

Q2: Why do most resolutions (including Marketing measurement ones) fail?
A: Less than 10% of resolutions are achieved. Success requires being realistic, outlining a clear plan, and tracking progress—steps many organizations skip when tackling Marketing measurement.

Q3: What is the foundational question to start with when building a measurement initiative?
A: What business needle does the organization expect Marketing to impact? Begin with the end in mind, not with metrics.

Q4: What are the three business needles Marketing is expected to move?
A: (1) Acquiring more customers, (2) keeping more customers, and (3) growing customer value.

Q5: How do you set up Marketing measurement for success?
A: Set realistic performance targets designed to impact one or all three business needles. Integrate these targets directly into your marketing objectives so you stay on track and can measure contribution.

Q6: What three things should you review in your marketing plan to ensure measurement success?
A: (1) Establish solid, measurable, customer-centric marketing objectives; (2) align these objectives to specific business outcomes; and (3) select metrics that demonstrate Marketing’s business impact and serve as good leading indicators.

Q7: Why is customer-centricity essential to Marketing measurement?
A: Putting customers at the center of objectives, strategies, and metrics focuses initiatives on engagement and revenue impact. Properly aligned objectives and metrics drive results.

Q8: What is the relationship between realistic targets, tracking, and measurement success?
A: Realistic targets + clear plans + progress tracking = sustained commitment and results. Without these, measurement initiatives often dissolve after initial enthusiasm fades.