With the fourth quarter of 2019 well underway, many marketing leaders will have already started planning for 2020. In most…
Marketing Performance Measurement
The Power and Peril of Performance Metrics
Measuring performance has been a major feature of the business landscape ever since double entry accounting made its appearance in…
How to Address the Marketing Measurement Paradox
One of the marketing thought leaders I pay close attention to is Mark Schaefer. Mark is the author of several…
Expert Advice on How to Communicate Marketing’s Value
In the February 2019 edition of The CMO Survey, senior marketing leaders were asked what marketing leadership activities they find…
Measuring the Maturity of Marketing Operations
A recent survey conducted by Econsultancy in partnership with Sojourn Solutions provides several valuable insights regarding the state of marketing…
Marketers Are Embracing Advanced Marketing Measurement
Demand Gen Report’s 2018 Marketing Measurement & Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both…
What Distinguishes Top-Performing Marketing Organizations
A recent survey by B2B Marketing and The Mx Group identified several differences between top-performing and poorly-performing B2B marketers. Not…
Focus on Impact – Not ROI – for Better Marketing Measurement
Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey makes one point abundantly clear: Measuring marketing performance is both…