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Five Marketing-Accountability Resolutions for 2011

by Laura Patterson  |  
January 6, 2011
  |  7,148 views

In this article, you'll learn...

  • Five ways to improve marketing measurement and performance
  • What you can do in 2011 to keep up with the continued emphasis on marketing accountability

2011 is here. A new decade begins—and, along with it, a new list of resolutions. A key topic of the last decade was marketing accountability in all its forms—marketing measurement, marketing ROI, marketing effectiveness, and so on. It doesn't look like the focus on this topic is going to change anytime soon.

Recent studies by CMO.org and Forbes Insight indicate the emphasis on marketing accountability will persist into the foreseeable future.

Maybe you're asking yourself, What more can I do? As a marketing professional, you're tackling the problem by adding Web analytics tools and marketing-automation systems.

Since 2001, VisionEdge Marketing has conducted research in the area of marketing performance measurement and management (MPM). In the past decade, to optimize their performance, organizations have steadily invested in developing and implementing processes to measure and report their progress toward key outcomes and objectives. But there are still some important gaps to close.

The following five resolutions can help improve marketing measurement and performance as you start the new year.


1. Resolve to create a direct line of sight between marketing activities and business results

Marketing's inability to definitively link its contribution to business outcomes is due to its method of tracking. Commit to improving the link between Marketing and business results. One option is to use a mapping methodology.

2. Resolve to select outcome-based metrics.


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Laura Patterson is president and founder of VisionEdge Marketing. For 20+ years, she has been helping CEOs and marketing executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization.

Twitter: @LauraVEM

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  • by Tim Redpath Thu Jan 6, 2011 via web

    Thank you Laura for writing about marketing accountability.

    Those of us who have worked in marketing for many years have often struggled to identify appropriate marketing metrics. The arrival of electronic-based marketing has given us the tools to be successful. But we still need to work hard to use these tools effectively and your five-step plan is a good start.
    Take care.
    Tim

    Here's a related post I wrote about the sad state of marketing. http://bit.ly/hdG82j

  • by alex Fri Jan 7, 2011 via web

    simple, easy and direct. one question: which would be an example of mapping methodology for tracking?

  • by Pam Alvord Wed Jan 12, 2011 via web

    Thanks for the rich information around an incredibly relevant topic. In many cases, the starting point for accountability is even more fundamental -- a clearly articulated strategy. Far too frequently, marketers seeking accountability find themselves drowning in data because they've skipped that first step. My related post: http://bit.ly/9qqCkQ

    --pam

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