Do Your Marketing Metrics Show You the Full Picture?
To provide a full view of marketing’s impact, the authors suggest creating a marketing road map that illustrates: the efficiency and effectiveness of marketing campaigns, the role of marketing programs in driving sales and satisfaction, the value of the brand and capabilities, and the impact of marketing-related activities in other functions.
Content: Article | Authors: Christine Moorman, Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales
Paul Magill
To executives used to managing their businesses through the scrutiny of numbers, marketing’s uncertainties can be frustrating. As the saying goes, “What gets measured gets managed.” If marketing is hard to measure precisely, how can we manage it? The answer: Marketing does have valid metrics through which its activities can be assessed and managed. A/B testing and test markets can confirm or refute hypotheses to … [ Read more ]
Content: Quotation | Author: Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales
8 Ways Marketers Can Show Their Work’s Financial Results
When we asked over 300 marketing leaders in the U.S. to identify the activities they find most challenging, the number one thing they reported, by a wide margin, was “demonstrating the impact of marketing actions on financial outcomes.”
This is a longstanding challenge for marketers. They want to demonstrate financial impact so that they can show accountability for business results, gain the respect of other business … [ Read more ]
Content: Article | Authors: Christine Moorman, Nikita Avdiushko, Paul Magill | Source: Harvard Business Review | Subject: Marketing / Sales
Five ‘No Regrets’ Moves for Superior Customer Engagement
Customers are demanding very different kinds of relationships with companies. Here are some ways to jump-start customer engagement across your organization.
Content: Article | Authors: Laura LaBerge, Paul Magill, Tom French | Source: McKinsey Quarterly | Subject: Customer Related