MEASURING

MARKETING
PERFORMANCE

HOW-TO GUIDE
 Measuring Marketing
Performance
HOW-TO GUIDE

Most marketing organizations are being told that they need to do a better job of measuring
marketing performance. While this task is certainly complex, there are proven methods to deter-
mine the payback from marketing investments. Before you commit to a Marketing Dashboard
initiative, consult Demand Metric’s downloadable Dashboard Readiness Assessment to deter-
mine if you have the required capabilities to be successful.

This How-To Guide will explains the capabilities required to measure marketing performance and
provides a detailed action plan to help your business get started measuring performance.

Capabilities Required To Measure Performance

Marketing Metrics and Dashboard Capability

Key performance indicators are used to monitor, measure, and predict future results
Effectiveness measures are selected prior to campaign launch
Causal links have been identified in marketing and business metrics
A high-level dashboard exists

Business Process Documentation and Maturity

Defined, repeatable processes exist for sales marketing; billing; customer service; order
management; strategic planning; campaign planning; project management

Data Management and Information Assets

Customer and product information needs to be stored safely in either a data warehouse or
an online storage system
Transactional data can be used to glean predictive insights

Human Resources and Skill Sets

Resources will be available for developing/learning new processes

Members of department clearly understand their role and responsibility
Staff is comfortable working with data

System and Technology

The following systems are deployed: customer relationship management (CRM); marketing
resource management (MRM); campaign management software; business intelligence and
marketing analytics; integrated demand generation platform; sales and marketing portal.

2 Measuring Marketing Performance How-to Guide

 Measuring Marketing
Performance
HOW-TO GUIDE

Bottom Line
Measuring marketing performance is not just a buzz phrase; this trend will continue to gain
momentum in mid-sized enterprises. Before you promise the world, analyze your current
capabilities and constraints to determine how able your organization can measure the return on
marketing investments.

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 Action Plan
STEP 1 - Conduct a Readiness Assessment

Conduct a Are You Ready Across

1 Readiness
Assessment the 5-Dimensions of
Preparedness?

Use our downloadable Dash-

2 Evaluate Results board Readiness Assessment
tool to measure your prepared-
ness across 5 dimensions.

Communicate
3 Abilities

Dashboard Readiness Assessment

Determine Your
4 Needs VIEW RESOURCE

Learn Best
5 Practices

Get Professional
6 Help

4 Measuring Marketing Performance How-to Guide

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