Two Ways to Improve Your ROI Credibility

With the fourth quarter of 2019 well underway, many marketing leaders will have already started planning for 2020. In most cases, the planning process will include an analysis of how well marketing performed in 2019. and many marketing leaders will use return on investment (ROI) as the primary tool for conducting this assessment. Over the… Continue reading Two Ways to Improve Your ROI Credibility

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 the 14th or 15th century. “You can’t manage what you can’t measure” is one of the most widely-repeated cliches in the business world, and it’s been an article of faith for several generations of executives… Continue reading The Power and Peril of Performance Metrics

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 highly-regarded books and the principal author of the widely-read {grow} blog. Last month, Mark published a blog post arguing that today’s marketers are working in a world dominated by malignant complexity. Mark wrote that malignant… Continue reading How to Address the Marketing Measurement Paradox

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 most challenging. The top challenge identified – by a wide margin – was demonstrating the impact of marketing activities on financial outcomes to other senior company leaders. Measuring the performance and financial impact of marketing… Continue reading Expert Advice on How to Communicate Marketing’s Value

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 operations (MOPS) at large and mid-size B2B companies. The 2019 Marketing Operations Maturity Benchmarking Report was based on a survey of 171 senior executives at B2B companies with 2018 revenues of more than $250 million.… Continue reading Measuring the Maturity of Marketing Operations

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 a top priority and a major challenge for most B2B marketers. Eighty-seven percent of the survey respondents said that measuring marketing performance is a growing priority for their company, but more than half (54%) also… Continue reading Marketers Are Embracing Advanced Marketing Measurement

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 surprisingly, the research revealed that the best-performing marketing organizations excel at maintaining accurate data and integrating data systems, fully leveraging technology, and closely aligning with sales. This survey included respondents working in a range of… Continue reading What Distinguishes Top-Performing Marketing Organizations

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 a top priority and an ongoing challenge for most B2B marketers. Eighty-seven percent of the respondents said that measuring marketing performance is a growing priority for their company, but more than half (54%) also said… Continue reading Focus on Impact – Not ROI – for Better Marketing Measurement