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Mastering the Six Principles of Marketing Performance Management

Author: Julie Schwartz , Laura Patterson
Published: November 13, 2012
Ref. Number: OLB121108
Pages: 30

ITSMA and VisionEdge Marketing have been researching marketing performance measurement for more than a decade. In a July 2012 Survey on Marketing Performance Management, we found that the C-suite does not give the marketing organization high marks when it comes to making a contribution to the business. To improve their image among the C-level executives, marketers must use data to make decisions and effectively communicate marketing’s impact on business outcomes.

The survey, which was conducted with 405 marketers, identified a few marketers are doing this already. These “A” marketers excel across the board at data, metrics, processes, tools, analytical skills, and reporting. They have mastered six principles of marketing performance management:

  • Alignment
  • Accountability
  • Analytics
  • Automation
  • Alliances
  • Assessment

In this ITSMA Briefing, Julie Schwartz, Vice President of Research and Thought Leadership, ITSMA, and Laura Patterson, President, VisionEdge Marketing, present highlights from the survey results and outline the six A’s of best-in-class marketers.

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