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Measuring marketing impact.
And there are a couple of components to it just in--
--in kind of a lot of organizations marketing is sitting off in the corner
and we still have that perception of pretty pictures.
It's really changing that perception.
And it's changing it the faster we move.
So I'm not just talking about that, just proving out the value of marketing.
I'm talking about very specific marketing metrics
that can lead us to better execution and lead to optimization of a program.
And probably most importantly,
the marketing impact being measured gives us the ability to create transparency.
So if we have one set of metrics that we're working off of,
and they're pretty simple to understand, and they relate to our business and the growth goals around that business,
then guess what we can do?
We can go to the whole organization, we can go to the CFO,
and very importantly, we can go to the sales force and say:
Here's what we set out to do. Here's what we're actually accomplishing.
So that, more than anything, we find helps to close that gap.