February 19th, 2010 in Marketing Performance | No Comments »
The objective of Marketing Performance Measurement and Management is:
To build the marketing organization’s capabilities to measure, learn from, and improve upon marketing strategies and tactics over time — with the goal of ultimately delivering improved business results.
By studying the responses of organizations that are experiencing a positive impact to their business from their Marketing Performance practices, we were able to identify five key best practices.
To learn more, join us for our webinar The Marketing Performance Advantage on February 25 where we will share best practices that we uncovered from a study among over 400 CFO, CEO and marketing employees of companies with 100+ employees interested in measuring the performance of their marketing initiatives.
February 17th, 2010 in CMGP Events, Marketing Performance | No Comments »
There is no question that the science of marketing has grown in importance over the last decade. Just in the last few years, advances in the science of marketing measurement as well as significant changes in communications mediums have transformed the function of marketing and the measurement of its impact on the business. Over the same period, marketing departments are under increasing pressure to defend budgets and more clearly articulate the value they are creating for the organization. The result has been a seismic shift towards the science of marketing and an explosion of interest in marketing measurement.
But has the result been a corresponding improvement in business results?
We found that many of the 400 organizations we surveyed appear to be stuck in the basic tracking and measuring stage of improving marketing effectiveness. And an almost equal number are focused on breaking down barriers to improved performance in areas such as the correlation of measurements and data or incorporating insights into the decision-making process.
We also found that those companies who have fully embraced the concept of Marketing Performance Management have seen a more positive impact by the marketing organization on the business and in turn are more likely to be market leaders. By studying these top-performing companies, we were able to uncover a series of best practices that can be translated across a wide array of organizations to help drive business results.
To learn more, join us for our webinar The Marketing Performance Advantage on February 25 where we will share best practices in measuring and managing Marketing Performance that we uncovered from a study among over 400 CFO, CEO and marketing leaders.
