Get Ready To Measure Marketing Performance

1. Get Ready To Measure Marketing Performance How-To GuideGet Ready to Measure Marketing PerformanceExecutive SummaryMost marketing organizations are being told that they need to do a better job ofmeasuring marketing performance. While this task is certainly complex, there are provenmethods to determine the payback from marketing investments. Before you commit to aMarketing Dashboard initiative, consult Demand Metrics downloadable DashboardReadiness Assessment to determine if you have the required capabilities to be successful.This How-To Guide will explains the capabilities required to measure marketingperformance and provides a detailed action plan to help your business get startedmeasuring performance.Capabilities required to measure performance  Marketing Metrics & Dashboard Capability o Key performance indicators are used to monitor, measure, and predict future results © 2013 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide o Effectiveness measures are selected prior to campaign launch o Causal links have been identified in marketing & business metrics o A high-level dashboard exists. Business Process Documentation & Maturity o Defined, repeatable processes exist for: sales marketing; billing; customer service; order management; strategic planning; campaign planning; project management. Data Management & Information Assets o Customer and product information needs to be stored safely in either a data warehouse or online storage system o Transactional data can be used to glean predictive insights. Human Resources & Skill Sets o Resources will be available for developing/learning new processes o Members of department clearly understand their role & responsibility o Staff is comfortable working with data. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide o Effectiveness measures are selected prior to campaign launch o Causal links have been identified in marketing & business metrics o A high-level dashboard exists. Business Process Documentation & Maturity o Defined, repeatable processes exist for: sales marketing; billing; customer service; order management; strategic planning; campaign planning; project management. Data Management & Information Assets o Customer and product information needs to be stored safely in either a data warehouse or online storage system o Transactional data can be used to glean predictive insights. Human Resources & Skill Sets o Resources will be available for developing/learning new processes o Members of department clearly understand their role & responsibility o Staff is comfortable working with data. © 2013 Demand Metric Research Corporation. All Rights Reserved.

3. How-To Guide  System & Technology o The following systems are deployed: customer relationship management (CRM); marketing resource management (MRM); campaign management software; business intelligence & marketing analytics; integrated demand generation platform; sales & marketing portal.Action Plan: How to get started 1. Conduct a Readiness Assessment Use our downloadable Dashboard Readiness Assessment tool to measure your preparedness across 5 dimensions. 2. Evaluate Results Review your Scorecard to identify key areas that need to be addressed immediately, can be completed over time, or can be ignored. 3. Communicate Abilities Once you understand your capabilities, communicate with senior management to ensure that they know what is required for effectively measure marketing performance. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide  System & Technology o The following systems are deployed: customer relationship management (CRM); marketing resource management (MRM); campaign management software; business intelligence & marketing analytics; integrated demand generation platform; sales & marketing portal.Action Plan: How to get started 1. Conduct a Readiness Assessment Use our downloadable Dashboard Readiness Assessment tool to measure your preparedness across 5 dimensions. 2. Evaluate Results Review your Scorecard to identify key areas that need to be addressed immediately, can be completed over time, or can be ignored. 3. Communicate Abilities Once you understand your capabilities, communicate with senior management to ensure that they know what is required for effectively measure marketing performance. © 2013 Demand Metric Research Corporation. All Rights Reserved.

4. How-To Guide 4. Determine your Needs Some organizations do not require a fully integrated, end-to-end, marketing performance measurement solution. If you do have a need for this type of system, commence budgeting discussions to get the proper systems, processes, and skill sets you need. 5. Learn Best Practices Read our Best Practices Report: Implementing Effective Marketing Dashboards to discover implementation best practices. 6. Get Professional Help Speak to an expert Analyst or Consultant about how to best approach this initiative. There are consulting firms who specialize in implementing marketing performance measurement systems for companies with a wide variety of needs. If you would like to speak with an Analyst about getting help – let us know!Bottom LineMeasuring marketing performance is not just a buzz phrase; this trend will continue togain momentum in mid-sized enterprises. Before you promise the world, analyze yourcurrent capabilities and constraints to determine how able your organization can measurethe return on marketing investments. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide 4. Determine your Needs Some organizations do not require a fully integrated, end-to-end, marketing performance measurement solution. If you do have a need for this type of system, commence budgeting discussions to get the proper systems, processes, and skill sets you need. 5. Learn Best Practices Read our Best Practices Report: Implementing Effective Marketing Dashboards to discover implementation best practices. 6. Get Professional Help Speak to an expert Analyst or Consultant about how to best approach this initiative. There are consulting firms who specialize in implementing marketing performance measurement systems for companies with a wide variety of needs. If you would like to speak with an Analyst about getting help – let us know!Bottom LineMeasuring marketing performance is not just a buzz phrase; this trend will continue togain momentum in mid-sized enterprises. Before you promise the world, analyze yourcurrent capabilities and constraints to determine how able your organization can measurethe return on marketing investments. © 2013 Demand Metric Research Corporation. All Rights Reserved.