Don’t sweat marketing measurement
Any marketing measurement system based solely on circulation, clicks, impressions, advertising equivalency or whatever is flawed.
The only measurement that matters is measurement that truly shows how effective you are at reaching your customers.
Traditional B2B marketing measurement is especially tough because anything you do impacts everything else you do. How does your PR impact your […]
What is the marketing stack?
Or, how about…what is in the marketing stack?
Some thoughts…
Financial management: Fiscal management allows CMOs to track and manage investment by region, segment, business unit, product line, and campaign. Professional Services Automation software allows consulting organizations to measure effort against dollars. What functions are marketing departments using to measure the effectiveness of personnel as well as […]
Thinking about a technology for marketing CMM
I’ve been thinking about a Technology for Marketing Capabilities Maturity Model.
Carnegie Mellon’s Software Engineering Institute developed the Capability Maturity Model (CMM) as a way to explain the evolutionary processes software development organizations adopt in the process of becoming world-class. CMM describes an organization’s software development processes relative to benchmarks and best practices. A maturity model […]