Despite the emphasis on and progress in marketing performance measurement and management (MPM) over the past decade, research continues to show that the link between marketing and the business still needs to be stronger and clearer.
As a result, the pressure on marketing to show its impact on the business, demonstrate accountability, and communicate its value continues to intensify.
Marketers who use performance-management best-practices are best positioned to manage the pressure. Their organizations adopt and leverage several best practices, including creating a performance-measurement system, linking marketing to business outcomes, and intelligently setting performance targets that are relevant to the organization’s objectives and outcomes.
Difficulty in setting performance targets is one of the most common problems encountered on the MPM journey. This article outlines the 10 steps for establishing performance targets to drive performance improvement, initiate a discussion about priorities, define direction, bring focus, improve alignment, and facilitate faster course adjustments.
Click to Add the First »