The latest CMO Survey from Duke University’s Fuqua School of Business reveals that the challenge of how to prove Marketing’s value continues to hound CMOs. CMOs remain under pressure to demonstrate their impact. According the study, quantitatively proving the impact of Marketing is one of CMOs’ key concerns this year.
One may wonder why this issue remains a hurdle considering the investment Marketing leaders are making in the areas of analytics and measurement and Martech. The perfect storm of a complicated martech environment, increased global competitiveness, and pressure to align Marketing initiatives with business objectives is accelerating the need for a fresh look at performance measurement strategy. As both old and new technologies focus on this issue, the Marketing community needs to get savvy about analytics in general and performance marketing measurement specifically.
With this thought in mind, we met to chat about some fundamental education on the language of performance marketing measurement. May seem like an odd reason to meet over coffee. We met because in recent conversations with companies we’ve realized that many marketers and business leaders are using the same words but not in the same way. What language you ask? You know, the basics…data, metrics, measures, KPIs, models and dashboards…oh my!
Rather than keep this to ourselves, we recorded a brief webinar about the language of performance marketing. Wait! Before you click away because you don’t have 45 minutes to listen to a webinar, we kept this one short and to the point. Listen in as we define key terms like “data”, “measure”, “metric,” and “KPI”. We explain why best-in-class marketers are better at knowing what metrics matter, especially when digging deeper to understand more complex measurement tactics like Attribution. We also share a few of the results from the 2016 Marketing Performance Measurement Annual Benchmark study, How to Make Progress on Your Marketing Excellence Journey, where you can learn why marketers that excel at measurement, known as “value creators”, are held in high esteem by the C-suite.
Check out our first “web-ette” now, “Why You Need to Speak the Language of Marketing Performance”. Engage in the conversation. Tell us what you think — tweet @OrigamiLogic.
Stay tuned for our second installment, where we walk you through the basics of building a meaningful Marketing dashboard. In the meantime, here’s a handy checklist for your dashboard.
About the Authors / Webinar Speakers:
Jeff Chamberlain | @HiTechMktg
Director Product Marketing, Origami Logic
Jeff Chamberlain has been on both the vendor and the practicing side of B2B and B2C marketing roles during the entire marketing automation wave of the past two decades. Having been in technology marketing for 30+ years with a degree in Electrical Engineering from Purdue University, Jeff was an early adopter and proponent of data-driven marketing. His experience spans from Hewlett-Packard to Aprimo (enterprise marketing management) and now Origami Logic. Jeff has seen marketing challenges from multiple perspectives as he’s held roles in marketing spanning demand generation/execution, operations and product marketing.
Laura Patterson I @LauraVEM
President and Founder, VisionEdge Marketing
Laura Patterson is a proven marketing practitioner, respected consultant and dynamic speaker. She is known for her practical, no-nonsense approach to proving and improving the value of B2B marketing. Inventive and engaging, Laura quickly gets to the heart of the matter to provide actionable recommendations and solutions. Because her 20 year career began in sales and now spans customer relationship management and marketing, her recommendations are always cross-functional friendly. An early pioneer on the science side of marketing, Laura is recognized as one of the leading authorities in marketing measurement and performance, marketing operations, and marketing data and analytics. A strategic marketer, data and metrics master, she has helped over a hundred companies in a variety of industries fulfill their marketing potential and achieve competitive advantage.