Alignment and accountability are the first steps every aspiring marketing organization must take to improve its performance management and measurement. Alignment and accountability are inextricably linked and are the cornerstones for transforming marketing into a center of excellence. Without alignment, it’s impossible to quantify Marketing’s value to the business, and to select the right metrics; metrics that measure whether you are doing the right things to generate value for the organization.

The most sophisticated data collection and analysis can be completely undermined by the lack of proper alignment.  Best-in-class marketing organizations create a direct line-of-sight between their marketing investments, activities and the business outcomes. Alignment enables Marketing to clarify the strategic intent of all the investments it makes, and to measure and communicate via dashboards the degree to which its delivers on its commitments.

Jumpstart your alignment and lay the foundation for your metrics and subsequent dashboard.  Start Now!

White Papers

• Making Marketing Relevant to the Business: 2013 MPM Executive Study
• Marketing Performance Excellence: How Best-in-Class Marketers are Improving Revenue Performance
• Gaining Insight into Marketing’s Value: The Making of an Actionable Dashboard
• Alignment & Accountability: The Two Anchors of Marketing Effectiveness
• Winning With MPM: Six Best Practices to Improve Marketing Effectiveness
• The Path to Better Marketing Results: 2012 MPM Survey Highlights
• Making the Business Case for Virtual Events
• Five Steps to Improve Your Marketing Accountability
• Don’t Waste Your Bullets: Using Customer Engagement to Accelerate Revenue and Improve Alignment
• Charting a Course for Marketing Effectiveness: Accountability and Alignment
• Measuring Beyond the Lead to Accelerate Revenue

Case Studies

• Case Study 36: Transforming from Product-Centric to Customer-Centric With a Focus on Accountability
• Case Study 35: Measurable Customer-Centric Plan Captures Funding and Accelerates Pipeline
• Case Study 33: Measurable Marketing Plans Facilitates Marketing and Sales Alignment
• Case Study 32: New Approach to Measurable Customer-Centric Plan Aligns Sales and Marketing
• Case Study 31: Metrics Initiative Enables Marketing to Become a Best Practice Center
• Case Study 30: Alignment Powered by Metrics Initiative at ING Retail Annuity business
• Case Study 28: Timing Right for Kronos to Develop New Marketing Metrics and Dashboard
• Case Study 27: Metrics Make YardSmarts Smarter
• Case Study 26: Pipeline Engineering Improves Forecasting, Sales Alignment & Marketing Effectiveness
• Case Study 23: Changes in Metrics Demonstrates Strategic Role of Marketing at Technology Company
• Case Study 22: Logistics Company Discovers Improved Route to Marketing Performance Management
• Case Study 19: Metrics Facilitate Annual Planning and Budgeting Process
• Case Study 14: Intelligent Telemarketing Converts Suspects To Prospects For Outstanding ROI
• Case Study 10: Designing Results-Oriented Marketing Plans With a Focus on Metrics

Videos

• What is Performance Measurement and Management?
• How to Maximize Marketing Spend with Attribution Models
• The Measure of Marketing
• Measure Success
• Making the Business Case for Virtual Events
• Marketing Analytics: Helping You Stay Accountable, Optimize Revenue and Sleep at Night
• Creating Measurable Customer-Centric Marketing Plans
• Best Practices for Proving Marketing’s Value
• The Importance and Process of Setting Performance Targets
• Tough Times Call for Tough Measures
• Creating a Performance-Driven Marketing Organization
• The Marketing Plan that Saves Time, Saves Money, and Boosts Sales
• Using Marketing Measurement for Continuous Improvement
• Conquering the Marketing and Sales Divide to Accelerate Revenue
• Tough Times Call for Tough Measures
• Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century

Articles

• From Drab to Fab: Marketing Plan Crash
• How to Take Back the Reins
• A New Approach to the Marketing Budgeting Process
• Creating a Change Agent Culture in Marketing
• Data Chains Facilitate Marketing Performance Management
• Planning Isn’t Free: What Marketers Can Learn From HGTV
• Connect Customer Experience, Convenience, and Differentiation to Business Results
• Managing Marketing Content Across the Customer Lifecycle
• 10 Questions to Sharpen your Competitive Differentiation
• Think Like the Competition
• From Managing Metrics to Managing Performance
• Creating and Using Marketing Key Performance Indicators
• KPIs Provide Insight to Influence Success and Strategy
• Marketing Audits Lead to Improved Marketing Performance
• The Twelve Best Marketing Metrics for Managing Marketing Performance
• Marketing and Finance: From Adversaries to Allies
• Taking on the Metrics Challenge
• Marketing Metrics – What’s the Big Deal?
• Factors That Make a Difference
• Marketing Optimization for Maximum ROI
• Conquering the Marketing-Sales Divide
• To Survive and Thrive Takes Analytical Muscle
• Ten Questions Every CEO Should Ask Their Marketing Leadership When It Comes to Measuring Marketing
• Creating a Strategy Roadmap for Marketing Operations
• Quality Marketing Metrics Enable Marketing’s Opportunity to Impact Strategic Direction
• Four Customer-Centricity Best-Practices and Three-Customer-Value Metrics for Customer-Relationship Success
• Using Marketing Metrics to Create a Competitive Advantage
• Unlocking the Power of a Marketing Dashboard Part II: Selecting the Metrics and KPIs
• Measuring Marketing Performance-Making the Shift to Outcome-Based Metrics
• Customer Metrics Every Organization Should Track and Measure
• Bridging the Gap: Customer-Centric Alignment
• Customer-Centric Planning Cleared for Takeoff at Southwest Airlines Cargo
• Analytics: The Essential Ace in Every Hand
• Optimize Your Marketing Mix in a Multi-Channel World
• Marketing Performance Excellence: What Sets Best-in-Class Marketers Apart
• The Six C’s of a Customer-Centric Marketing and Sales Pipeline
• HGGTV Makeovers and the Making of a Marketing Plan
• Do You Have What It Takes To Earn An A?
• Moving from Pretty to Customer-Centric Marketing
• Are The Professors Playing Hooky
• Marketing More Than a Pretty Face
• The Ins and Outs of Developing a Customer-centric Measurable Marketing Plan
• Six Best Practices for Opportunity Management
• For Whom the Bell Tolls
• Marketing Audits Lead to Improved Marketing Performance
• Quality Marketing Metrics Enable Marketing’s Opportunity to Impact Strategic Direction
• Benchmarking: A Best-Practice for Improving Marketing Performance (Part 1)
• Making Your Way along the Marketing Metrics Continuum
• If You Don’t Measure It, You Can’t Manage It
• There’s More to Pipeline Metrics Than Leads
• 6 Ways to Engineer a Customer-Buying Pipeline
• Metrics and the Buying Pipeline
• Marketing’s Critical Role in Pipeline Growth
• Improve your Marketing Performance
• Five Steps for Creating a Viable Marketing Dashboard
• Unlocking the Power of a Marketing Dashboard Part II: Selecting the Metrics and KPIs
• A Marketing Toolkit for Every CEO
• Gaining Insight into Marketing Results: The Value of a Marketing Dashboard

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