Go Big or Go Home

Marketing Performance Metrics
That Show Proof

Truth: We stand by the adage, “You can’t manage it if you can’t measure it.”

Instinct has always been a key element in business. But true business development requires hard facts and careful analysis. Your business is complex, and tracking its marketing results against expectations is key in making the best decisions and setting priorities for growth. Based on many years experience -- we have reduced the complexities of performance reporting to a meaningful and easy to use framework. By following our methods your CEO and CFO will finally say “Oh, now I get Marketing!”

Problems Solved

• "Murky data" doesn't offer clear view of marketing performance to decision makers
• "Are we getting our money's worth from marketing?"
• Unclear if marketing is working on the items that result in business growth
• Marketing staff unsure of marketing's contribution toward business goals

Do’s: 

Agree on top marketing performance metrics. Focus your marketing by defining the metrics that are the most important and meaningful contributions to your business. Get upper management to agree to these metrics. Stick to the most important leading indicator measurements! This gives you the clarity to anticipate threats and react with precision and speed. In addition to the usual metrics for lead generation, lead conversion, website stats, cost per lead don’t forget results metrics for brand development, PR/Media, customer satisfaction, etc.

Publish a weekly Marketing Metrics Dashboard. Just the top level metrics that are key indicators of marketing’s contribution to top-line and bottom-line business goals. One page only. Once you identify what metrics are most important to your business, stay on top of them to obtain clear, accurate accounting of performance and ROI. Keep data simple and use graphs to show actual vs. forecast trends over time. Distribute this dashboard to all management and all staff.

Apply new-school metrics for new-school marketing. New-school Marketing Metrics delves deeper into online activity. These metrics can provide invaluable information regarding affiliate marketing performance, subscription rates, linking who is posting, sharing, and linking to your site, comments like how often people are responding to your posts and link popularity.

Create a performance feedback loop. Don’t just track, transform. Be responsive to the numbers and make adjustments based on unmet goals and unfulfilled benchmarks. It may mean changing strategy, but also may require re-calibrating your performance metric system. Be sure you are tracking the right metrics, and work to meet goals set.

Don’ts:

Don’t forget the science behind marketing art. Art is subjective and open for interpretation. Metrics are facts people can more easily understand.