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2013 ITSMA/VEM/Forrester Marketing Performance Management Survey. To be relevant to the business, marketers need to measure and communicate the right metrics. They have a long way to go. Less than half think that measuring marketing’s contribution to the business is very important or critical. And only a small percentage of CEOs and CFOs use marketing’s metrics in decision-making. The reasons: marketers fail to report on business outcomes; they focus on efficiency rather than effectiveness; and they don’t provide predictive insights. The C-suite wants marketing to paint a picture of how marketing contributes to the business. Marketers need to create clear line of sight between marketing investments with business performance–to select the right metrics, set numerical targets, and show how marketing activity is linked to business outcomes.
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