FAQ:

(written by Penn of Sintra.ai)

Q1: What does it mean to “build momentum for Marketing excellence”?
A: It means moving beyond foundational capabilities—serving as a value creator, speaking the language of business, and operating as a Center of Excellence—and sustaining progress by proving Marketing’s contribution and impact. Momentum comes from disciplined measurement, better decisions, and deeper customer and market insight.

Q2: Why is proving contribution and impact essential to Marketing excellence?
A: Because Marketing excellence requires credibility and evidence. Measuring contribution and impact depends on gaining insight into customers and the market, leveraging data, and selecting the right metrics—so Marketing can quantify value, guide decisions, and demonstrate results.

Q3: What are the three Marketing Performance Management (MPM) best practices for building momentum?
A:

Best Practice #7: Select more relevant Marketing metrics
Best Practice #8: Employ data and analytics to facilitate better decisions
Best Practice #9: Know thy customer

Q4: Best Practice #7—Why must marketers select more relevant metrics?
A: Because metrics are required to quantify value, contribution, impact, and results. Marketing metrics span efficiency and effectiveness (e.g., open rates, response rates, on-time delivery, cost vs. budget, share of preference, adoption, share of wallet, market share). The challenge is navigating the “metrics maze” and choosing measures that are meaningful, aligned to outcomes, and decision-relevant—not just abundant.

Q5: Best Practice #8—How do data and analytics improve Marketing decisions?
A: Quantifying performance and making fact-based decisions require data and analytics capabilities. Marketing teams must either build these skills internally or secure access to data and analytical experts—and then translate analysis into business value, not just reports.

Q6: Best Practice #9—What does it mean to “know thy customer” as a value creator?
A: It means being customer-focused and customer-centric by continuously using research, data, and analytics to understand market trends, customer preferences (product, service, engagement), and the end-to-end customer experience. This customer knowledge strengthens targeting, messaging, experience design, and growth decisions.

Q7: What is the underlying standard for “excellence” in Marketing?
A: Marketing excellence must be unusual and rare—and sustained over time. As Burkitt and Zealley argue in Marketing Excellence, excellence requires endurance and sustainability. The goal is not a one-time improvement, but a durable capability to create and prove value.

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