Marketing value metrics enable marketers to measure the impact of marketing activity against organisational goals more effectively and empowers marketing teams and their leaders to justify and defend their plans to their CEOs and CFOs. The model presented in this free chapter has been developed by Professor Stan Maklan, Dr Stan Maklan and Peter Mouncey from the renowned Cranfield School of Management and provide a metrics-based framework for developing and implementing marketing strategies that are measurable and accountable.
Published By: Marketo
Published Date: Jun 08, 2017
As a marketer, you know how critical it is to understand how your marketing efforts contribute to the bottom line. Thereís a lot that goes on behind-the-scenes to generate sales pipeline and ultimately revenue. And by becoming a data-driven marketer thatís in tune with the right metrics, you can demonstrate marketingís contribution to both.
Metrics illustrate the impact that you and your team are driving in the organization, which is critical to ensure you have the budget and resources you need to deliver optimum business outcomes. Without metrics, itís nearly impossible to measure the success of your activities and identify elements to optimize in future campaigns. And without them, thereís no way to determine your return on investment (ROI).