Description:

Accountability. Measurement. Reporting. Over the last few years, measuring marketing efforts has become an industry standard. But just as marketers began to master metrics like ROI, lead generation, and customer satisfaction, the concept of "integrated solutions" came along. Now many tech marketers have been challenged to come up with a whole new system of measurement to track their success with solutions.

And a challenge it is proving to be. Solutions measurement is often inconsistent geographically, and not always connected tightly to the strategic goals of the business. Companies are attempting to measure the solutions business in a number of areas, but none have figured out how to do it all well. Few companies seem to directly tie the drivers that started them on their solutions journey to the things they measure now.

Based on early, in-depth research on the topic, this briefing outlines ITSMA's recommended approach to building a robust solutions measurement system:

• Define solution offerings as specifically as possible
• Identify key drivers for solutions and start measuring there
• Start simple, and always work to simplify the complex
• Define reporting based on existing profit and loss (P&L) structures
• Start measuring as early in the marketing and sales cycle as possible
• Understand and address key restrainers not aligned with solutions.