Measure Up Marketing

When it Comes to Data Go for Best Not Perfect- What’s Your Edge?

Measure Up Marketing

What Grilling Has to Do With Data Management. Good data stimulates good decisions. This takes good data management. Living here in Austin, we can pretty much use our outdoor grill throughout the year. While we were recently grilling we were also talking about data.

Why You Need to Bolster Your Business Acumen

Measure Up Marketing

It’s hard to be taken seriously by members of the leadership team if you can’t demonstrate a solid understanding of the business. As Marketing leaders and professionals, it’s easy to be focused and passionate about our work.

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When and How to Use Focus Groups – Even in a Virtual World

Measure Up Marketing

Organizations today have numerous options for acquiring customer insights, from social listening to voice of customer research to customer advisory boards.

How to Avoid Failing at Customer-Centric Marketing: It’s All in the Journey

Measure Up Marketing

Being customer-centric as a company and in your Marketing is not optional. Forrester claims we’re in the age of the customer. Others, such as Bob Evans who was VP of Strategic Communications at SAP and the Chief Communications Officer at Oracle, say we’re in the throes of the engagement economy.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

How to Make What You’re Counting in Marketing Count

Measure Up Marketing

Back in the early days of Marketing accountability, when we were first asked – primarily by people in Finance – to be accountable, those of us in the profession reached for our ever-present, easily within-reach Merriam-Webster Dictionary and looked up the word accountability, finding the definition as “to account for.” Ah ha, we surmised, “they” want to know how much we are spending, as well as where, and on what. After we starting counting what we did and how much it cost, a new set of questions surfaced, mostly around the central question of, “how are these investments making a difference to the business?”. Decades later, it seems this remains the central question. Research in the area of Marketing Performance Measurement and Management continues to reveal that connecting Marketing investments to business results is still challenging for many marketers. In fact, studies by CMO.org and Forbes Insight indicate that the emphasis on marketing accountability will persist into the foreseeable future. Let’s take a step back and revisit the meaning of Marketing accountability. What your count in Marketing needs to matter to the business. What is Marketing Accountability – and Where to Begin? Marketing accountability is a broad concept that reflects Marketing’s ability to explain the basis for its actions. We believe that accountability must have a computational aspect and cover a range of Marketing capabilities, processes, and metrics. We find that many Marketing professionals are trying to address accountability by adding analytical tools and marketing technology. The most sophisticated data collection and analysis can be completely undermined by the lack of proper alignment and poor selection of metrics. To determine what to measure, start by knowing what business needle you are expected to impact, what we call business outcomes, and how this impact will be measured. Only when you know the answer to this can you begin to count what matters. When you start, as Stephen Covey says, “with the end in mind” rather than starting with your tactics and activities, you will be able to create what we call direct line-of-sight between your Marketing investments, activities and the business outcomes. With this approach, Marketing can clarify the strategic intent of all the investments it makes, determine the appropriate measure and communicate the degree to which Marketing delivers on its commitments. The best way to approach Marketing performance management, accountability and measurement is to see it as a continuous, repeatable process designed to help you measure, analyze and learn so that you can make more informed decisions and successfully produce more and better predictable business outcomes. This approach is the only way to ensure what you count really matters and use the measures to improve and prove the value of Marketing. And it is the only way to deliver on what Sylvia Reynolds, a CMO of Wells Fargo, once said, “Marketing must be a driver of tangible business results.”. Marketers who excel at accountability drive growth, create value and improve performance. Marketing accountability is what enables the Marketing function to run the marketing organization more effectively and efficiently. Knowing what is and isn’t working helps marketing achieve greater influence and serve in a more strategic role. We’d love to talk with you about helping you count what matters, regardless of whether or not we ultimately end up working together. Let’s talk. The post How to Make What You’re Counting in Marketing Count appeared first on VisionEdge Marketing. Marketing Accountability Marketing Effectiveness Marketing Management Marketing Measurement and Metrics MeasureUp Marketing Blog accountability marketing accountability marketing measurement Measuring Marketing performance management performance measurement

How to Keep Your Insights Supply Chain Flowing

Measure Up Marketing

One thing certain in today’s environment is that there is a never-ending supply of data. The real challenge is converting raw data into insights. One way to tackle this challenge is with a well-honed insights supply chain. The concept of a supply chain is ideal for this work.

How Do You Know It’s Time to Bring in a Marketing Expert | What’s Your Edge?

Measure Up Marketing

Do you know when it’s time to bring in an outside Marketing expert? Maybe this story helps illustrate the point. Not very long ago, Mark, my husband, started limping. When I asked him what was wrong, he said his knees were bothering him.

How to Report on the Value Marketing Generates

Measure Up Marketing

We suspect your CEO, CFO, COO, or president has a cadence for each function to report on performance. If this is the case, as the Marketing leader you provide some type of report to help your leadership team understand the value of Marketing.

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Why You Want to Keep Your Data Models Fresh

Measure Up Marketing

We’ve come to understand the importance of models, whether these are data, process, business or capabilities models. One of the most important models is a data model.

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

How to Match Your Internal Speed with External Changes

Measure Up Marketing

In recent conversations we had about growth and the role of Marketing with two CEOs , Kevin Dunworth of Celling Biosciences and Greg Stock of Zenoss, speed was a key factor. Greg emphasized the importance of an organization being able “to move at the speed of change; the ability to quickly evolve.”

Segmentation for Winning in the Market

Measure Up Marketing

In today’s environment, your prospective and existing customers typically have multiple choices to meet their needs. Therefore, business success often boils down to effective market segmentation, identification, and sizing.

How To Architect Your Actionable Marketing Dashboard

Measure Up Marketing

An extensive study by the American Management Association found that the single largest gap between high performing organizations and low performing organizations was whether organization-wide performance measures matched the organization’s strategy.

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Are you good at the long and short game for performance excellence? | What’s Your Edge?

Measure Up Marketing

Marketing performance excellence takes building skills to succeed at both the long and short game. Marketing Performance Excellence Takes Proficiency at Both the Long and Short Game. Not my game but I’ve learned a lot about it over the past 30 years.

Is a Land Grab the Right Growth Strategy for You?

Measure Up Marketing

If you subscribe to Ansoff’s matrix of growth, then you believe there are four primary ways to achieve growth: Sell more of your current solutions to your current customers/markets (Market Penetration). Sell new solutions to your current customers/marketing (Product Development).

Are the patterns in your data leading you in the wrong direction?

Measure Up Marketing

For this article to be valuable let’s start with two assumptions about your data: First, that you have quality data, and second that you are capable – or have access to capabilities – to effectively analyze your data.

A Quality Message Map Makes a Powerful Competitive Weapon

Measure Up Marketing

One of Marketing’s primary jobs is to develop the positioning and messaging for the company and its products and services. The key messages and supporting points are often captured visually in what is referred to as a message map.

Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Why a Data-Driven Marketing Culture Needs to Be at the Top of Your List

Measure Up Marketing

The Western Digital “Growing Role of Object Storage in Solving Unstructured Data Challenges” study revealed that unstructured data is growing between 40-60% per year. Rich media – audio, video, images, and research data, all of which are non-text data types – are leading the pack of data sources.

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What Your Peers Think is Critical for Future Growth – What’s Your Edge?

Measure Up Marketing

In this episode of What’s Your Edge we captured the highlights from our 20 th anniversary conversations with customers from around the world and from all five of the industries we serve holding C-level and VP positions.

How to Seize the Elusive Goal of Marketing and Sales Alignment

Measure Up Marketing

In their report, B2B Buyers Mandate A New Chart for Marketing and Sales, Forrester Research posited that, “The misalignment between sales and marketing teams continues to be a hot topic, even after a decade of B2B firms trying to solve this problem.”

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How to Use Intelligence to Outsmart Your Competitors

Measure Up Marketing

Be in the Know About the Competitive Field. Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?” The answer this question guided our race choices.

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

How Marketing Operational Excellence Facilitates Growth

Measure Up Marketing

IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.”

How to Navigate the Winding Road of Accountability

Measure Up Marketing

The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business.

Why You Need to Start with Why as You Develop Your Marketing Plan

Measure Up Marketing

Two challenges (alignment with the CEO and alignment with business priorities) remain constant for Marketing leaders.

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Marketing ROI Is a Trap! Here’s How to Avoid It

Measure Up Marketing

Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI.

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A Guide to B2B Marketing Essentials

As modern B2B marketing expands and audiences evolve, new best practices for B2B marketing emerge. To stay on top of their game, marketers need to regularly add new methods to their playbook.

How to Make Marketing Indispensable

Measure Up Marketing

We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not.

How to Eliminate Breakpoints to Improve Customer Experience

Measure Up Marketing

“Customer experience (CX) is the new Marketing battlefront,” declared Gartner in their Customer Experience study.

If You Aspire to Excellence Focus on Process

Measure Up Marketing

We understand that often Marketing is under the gun to get things done. Everyone from the CEO down wants everything NOW. To “get things done”, Marketing like all functions in the organization runs on processes.

Score Big with a Marketing Measurement Playbook

Measure Up Marketing

We most often hear about playbooks in reference to sports, but the concept is applicable in almost any industry. A playbook serves as a useful tool to outline a strategy for an activity.

Why and How to Dominate Google's Featured Snippets

Speaker: Kathleen Booth, VP of Marketing at Prevailion

Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.

Making the Most Out of Your Investments in Marketing Technology

Measure Up Marketing

The marketing automation software industry was a $3.3 billion market in the United States in 2017, and it is growing 30% annually claims SharpSpring in their recent Investor Presentation. Adoption of these products has passed the tipping point.

Three Proven Practices to Overcome MarTech Failure

Measure Up Marketing

How organizations approach their MarTech differs among various organizations.

How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

Measure Up Marketing

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success.

How to Organize a Stand-out Marketing Planning Session

Measure Up Marketing

If you’re like many of our customers, right now you are somewhere in the midst of your planning cycle, working with your partners in Sales, Finance, Product, and IT as you crystallize your Marketing plan.

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How to Successfully Modernize Your B2B Industry

To maintain profitable growth, B2B owners must take advantage of all the applicable modern tools. The industries must update their strategies to smoothly run the campaigns without hassle. The actionable tips mentioned here will help you in this area.