Despite advances in data, analytics, and technology, only 26% of marketers are capable of determining their impact on their business, according to the latest joint VisionEdge Marketing (VEM) and ITSMA Marketing Performance Management (MPM) Survey.

The 13th Annual MPM Survey, launched by VEM in 2001, captured input from 380 respondents. The research findings provide insights on Marketing's performance measurement and management challenges and best-practices.

Making the Grade

A key component of the annual study is the number of marketers earning an "A" grade from the C-suite for their ability to measure and report marketers' value to the business. What separates "A" marketers from the rest of the pack? In particular, "A" marketers...

  • Make performance management a priority
  • Have a well-defined and documented road map for continuous performance improvement
  • Select metrics that measure business outcomes rather than effort and activity
  • Build dashboards that effectively communicate business outcomes and marketing results

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ABOUT THE AUTHOR
image of Laura Patterson

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

image of Julie Schwartz

Julie Schwartz is senior vice-president of ITSMA, a research-based membership organization that helps B2B companies market and sell services and solutions more effectively. Julie writes at the B2B Services Marketing blog. Reach her via jschwartz@itsma.com.