Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization


Patterson offers a realistic approach any company can put into practice. In three sections, her book advises how to figure out what to measure (what really matters); build, support, and shape the internal culture; and then translate all of the great measurement processes and ideas into practical applications that make sense for your organization. The result will be a more dynamic, performance-driven organization. The book includes process maps related to data collection, measurement, reporting and performance target setting along with tips at the end of each chapter to aid any size organization with its transformation. The book describes how to create a marketing performance dashboard and specifications for developing a quality dashboard as well as factors that will affect success in developing a performance-driven marketing organization, including relations with the C-suite, alignment with sales and finance, and the development of necessary processes, systems, tools, skills, and training.

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“As Erickson Living’s first Web Analyst, I was tasked with developing the company’s digital marketing tracking and reporting system. With over 36 digital marketing strategies producing tons of data, this was no easy feat. Thankfully I found Laura Patterson’s book, “Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization”. Her book provided me with a roadmap for improving my company’s digital marketing reporting capabilities and set them on a course to have a best-in-class marketing department.” – Charmaine Nokuri, Web Analyst – Erickson Living

“In her Marketing Metrics in Action, Laura Patterson has created a field guide for the marketer trying to make his or her operation both more effective in its efforts and more valuable to its business. The writing is clear and concise, and the content is rich and well-organized, with terms defined where needed, key objectives listed, and ‘Move the Needle’ steps at the end of chapters for the novice, the intermediate, and the advanced marketer.”- Winston Clay, Winc Analytics

“I believe Metrics in Action is a definitive guide to C-suite decision making. For those new to marketing or refreshing skills, or seeking another perspective of setting long-term measurable goals, benchmarks and KPI’s that will stand the test of markets, time and change this is a marketing sherpa’s guide. Your book is excellent!” Karima Morgan, Digital Integrated Marketing 

“I’ve read a number of books on how to prove the value of Marketing, address Marketing ROI, and make marketing more accountable.  VisionEdge Marketing’s book, Marketing Metrics in Action: Creating a Performance-Driven Marketing Organization, continues to be among one of most useful and practical in the genre.  Metrics in Action is a go-to book for anyone addressing marketing performance measurement.” Satinder S Juneja, Vice President – Sales & Marketing, NIIT Technologies (@satinderjuneja)

“If you’re working within a marketing department that’s really busy but never quite able to verbalize its value to the business, you’re not alone. Many marketing organizations are being asked to justify their existence but they are somehow unable to quantify the degree to which they’re moving the needle. The solution is to build a performance-driven marketing organization that aligns marketing objectives with the overall business objectives. While many marketing managers may believe it impossible to do this, Laura Patterson charts a course that takes you to that promised land. Each chapter progressively lays out the path, taking you from your current state to aligning your marketing team’s objectives with overall business objectives, to creating an accountability culture, so forging alliances with finance, to synchronizing with the sales department, to the establishment of a marketing operations discipline. She also identifies the most applicable aspects of metrics gathering and the subsequent analysis and implementation of corrective actions. The end result is actionable intelligence for the C-Suite, and, ultimately, marketing credibility within the overall organization.
This book is a must-read for anyone embarking on the journey toward the construction of a performance-driven marketing organization. It serves as a great introduction to the topic and provides a convincing argument that marketing can–and should–become an integral part of the business.” 
Dan Schaefer, Marketing Project Manager, formerly with Ixia (@dtschaefer)

“Every marketer today knows that the level of fluff and dearth of substance accepted a decade ago from marketing can no longer withstand the scrutiny of the current business climate.  The IMS metrics session facilitated by Laura compelled me to purchase Metrics in Action, right there and then. The book has served as a  go-to guide for crafting our marketing plan, reminding us to  set actionable, measurable objectives that roll up to our COOs top business priorities.  If you need to improve marketing accountability and develop a metrics-driven marketing organization, Metrics in Action needs to be among your key resources.” Brian Vacanti, Vice President, Marketing, HealthGrades (@brianvacanti)

“Metrics in Action gave me a better idea of how to align our marketing objectives to the business. In the past we’ve provided metrics to the leadership team and heard the very question asked in this book, “So What?” This book helped me understand how to frame marketing metrics in a way that will be meaningful to our management. Going forward as we plan our future strategy we will be using the techniques in this book to ensure everything we’re doing in Marketing is relevant to management and we’re all on the same page. This book is ideal for marketers in any industry and in any size company who want to take their marketing accountability and effectiveness to the next level.” Elizabeth Clor, Director of Marketing, InfinityQS International (@ClarabridgeClor)

“The thought exhibited in Marketing Metrics in Action is clear, concise, and insightful and there are solid recommendations to transform this knowledge into action.”  Jim Humphrys, eBusiness Leader, W. L. Gore & Associates 

“Metrics in Action provides an excellent framework for organizing the marketing effort and ensuring that the structure and focus of these efforts are in sync with the company”s overall goals. More than any resource I have read in the last 10 years, this book has enabled me to really identify where our marketing effort is today, where it needs to be tomorrow, and the tools and techniques needed to get us there. We”re using it as a springboard to take our marketing in a new direction and to new levels of analysis.”  Jim O’Hara, Vice President, Marketing, Clore Automotive

“Marketing Metrics in Action reflects the experience of someone from the front lines versus an academic view of marketing metrics. I appreciate the recommendations for putting metrics in action based on the maturity level of the organization making the book an excellent fit for any marketing executive.†Laura”s perspective of the CEO, CFO, and six sigma related to marketing metrics, planning, and accountability are invaluable.”  Derek Weeks, Vice President Product Marketing, Systar, Inc. (@weekstweets)

“Marketing Metrics in Action tells the reader how to ensure that everyone in the company is accountable and that sales and marketing are working together while giving more than a one-size-fits-all formula. It provides ways to identify which metrics matter most and put any and all tools to use within a company.”  Kassia Shishkoff, Manage Smarter

“Growth covers up a lot of sins and the current economic environment means marketing professionals and leaders must operate more analytically. Metrics in Action is right on with its focus on suggesting marketing professionals start measuring the drivers instead of counting widgets. The book provides an analytical framework any company can adopt.”  Allen Crane, Executive Director, Market Intelligence and Business Analysis, USAA (@allen_s_crane)

“Wait a second…holding marketers accountable for their efforts? Applying metrics in a meaningful, results-oriented way? Making marketing understandable and process-based? Real take-aways in each chapter? Read this book, folks. Your business will be better for it.”  Joseph Carrabis, CRO and Founder, NextStage Evolution, LLC (@eventjuju)

“Patterson pinpoints the key factors of success. A must-read for any marketer who has had to answer the question, ‘So why do we need marketing?’”  Theresa Kushner, Director, Customer Intelligence (@tkushner)

“Patterson provides a vital framework for Marketing to garner the support of the C-suite and to build its leadership…If you want to understand how Marketing can be more effective, youíve come to the right place!”  Stuart Itkin, Former CMO, Kronos, Inc. (@S2art_it)

“An invaluable new resource. Written for marketing professionals at all levels, Marketing Metrics in Action not only explains what they need to do, but shows them step by step how to do it.”  Mitchell Gooze, Former CEO, Teledyne Components

“Whether you are a neophyte or a marketing leader, “Metrics in Action” has something for you. Use the guidance this important book offers to make your marketing efforts profoundly relevant to the business, and prove it!” Steve Harriman, VP, Marketing NetQoS, Inc.

“This book should be read by marketers in all major corporations…a priceless guide to selecting the right measurements that show, through dashboards, how marketing is contributing to the success of the business. With this book, marketing can develop the metrics needed to create a culture for achieving the outcomes needed by top management.”  Arthur Middleton Hughes, Vice President, KnowledgeBase Marketing

“A wonderful job of articulating the foundations of effective marketing measurement. If you’re thinking about how to move your marketing organization along a more productive path, you’ll find this book very helpful.”  Pat Lapointe, Managing Partner, Marketing NPV (@measureman)

“Laura Patterson is the Emeril of Marketing Measurement – always kicking it up a notch. In her newest book, Laura provides practical advice and an easy-to-use benchmarking tool to help marketers improve the performance of their business unit, ultimately establishing marketing as the strategic, competitive advantage it is.” Christine Lowry, CMO, Athens Group

“Laura Patterson’s deep, practical knowledge of marketing measurement shines from every page of this book. Marketing Metrics in Action goes beyond the usual lectures on why marketing metrics are important, to explain exactly how you can design, build and deploy a set of measures that will improve performance in your own organization–and advance your own career.” David M. Raab, Principal, Raab Associates Inc. (@draab) / blog

“An invaluable addition to the recent body of literature on the critical importance of greater marketing investments and actions…demystifies the area and provides essential tools that every company, large and small, can use to its benefit.”  Peter J. Rosenwald, Founder and President, Wunderman Worldwide

“Eat less and exercise more. Every New Year’s Eve, it’s the same thing. Good advice and good intentions. A good idea–even with a good plan–is insufficient without a good measurement method to help monitor, encourage and communicate progress. In Marketing Metrics in Action, Laura Patterson combines years of first-hand experience and insight with some of the best thinking of our time to map out the philosophy, strategy and specific techniques for moving your marketing results from aspiration to computation. This is not a book about data mining or predictive modeling. It’s about managing by objective and measuring the impact of your marketing efforts. And it comes along just in time. As the economy grows weaker, having superior visibility into your marketing ROI is an absolute necessity. When the economy gets stronger, a rigorous marketing measurement capability is a significant competitive edge. My advice? Eat less, exercise more, monitor how much you eat and exercise, and take the lessons of Marketing Metrics in Action to heart. You’ll live longer, healthier and more profitably.” Jim Sterne, Chairman, Web Analytics Association (@jimsterne)

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