In order to drive this massive digital transformation and create a better customer experience, marketers must understand what is working and what is not.
Their businesses depend on it.
But marketing is letting some of the basics get in the way of knowing what’s working and what’s not:
And the impact is significant
“CMOs often struggle to explain the linkage between marketing activities and financial performance… The net result is that CMOs have the shortest average tenure among all C-suite roles, as they either lose their jobs due to perceived underperformance or become frustrated and move on.”
Deloitte Review: Redefining the CMO
The time to change this is now. The answer?
Marketing Performance Management (MPM).
MPM is How Marketers Run Their Teams and Create a World-Class Customer Experience
Marketing Performance Management is the use of people, process and technology to provide marketing organizations with:
- Visibility into core data, investments and results
- The control over dollars and resources
- Alignment across plans and teams
- The confidence to know what is working at what is not
Running marketing is MPM, Doing marketing is executing campaigns. Marketers must excel at both to deliver business impact and a world class customer experience