Measuring What Matters to Improve Marketing Performance

  • Author(s) Julie Schwartz, Donna Thach
  • Published October 9, 2019
  • 101 Pages
  • Category Marketing Operations
  • Type Member Research, Benchmarking
  • 101 Pages
  • .PDF Format

Marketers are under more pressure than ever to drive growth and demonstrate impact to the business. Marketers create business value in many ways—as curators of the corporate brand, advocates for customer success, and drivers of innovation. So how can marketers use metrics to optimize everything they do within marketing while also proving marketing’s impact to senior leadership?

ITSMA conducted a survey with leading B2B marketers, including 14 follow-on qualitative interviews, on Measuring What Matters to Improve Marketing Performance to find out. The survey revealed that 84% of marketers are being held accountable for performance. Marketers must communicate effectively to senior business leaders, making the link between marketing activity and business results. This is critical to marketing’s advancement and success.

This ITSMA report, based on the survey and interview findings, provides marketing best practices and case studies to help marketers identify and measure the KPIs that matter most to drive improvement in marketing performance and communicate impact.

The key takeaways include:

  • Data-savvy marketers don’t just collect and report data; they take action to improve marketing programs and activities
  • Having the right culture, particularly one that embraces experimentation, empowers marketers to take action on data
  • Outcome-based metrics that include the 3 R’s of marketing establish marketing as a strategic function
  • Technology is a powerful enabler, but don’t underestimate the importance of marketers’ experience and intuition

The full report is available at no additional fee to ITSMA member companies that participated in the study. Non-member companies that participated in the study are eligible to receive an executive summary.

This document is available at a reduced rate to employees of an ITSMA member company. It’s also available for sale to non-members.
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