Marketing performance management: How best-in-class marketing organisations prove marketing’s value
Abstract
Over 400 organisations participated in the 16th Annual Marketing Performance Management Benchmarking study. The aim of the study was to understand the subtle nuances that separate best-in-class marketing organisations from the rest of the pack when it comes to being able to prove their value, contribution and impact. The results reveal that member of this elite group of marketers are significantly better in five key areas of performance management — business acumen, alignment, accountability, performance target setting and the use of analytics. In addition, this group leverages marketing operations differently. This paper provides insight into how to join their ranks.
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Author's Biography
Laura Patterson is a marketing practitioner, consultant and speaker. She is known for her practical, no-nonsense approach to proving and improving the value of B2B marketing. Her 20-year career began in sales and now spans customer relationship management and marketing. An early pioneer on the science side of marketing, Laura is recognised 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 fulfil their marketing potential and achieve competitive advantage.
Patrick Kilgore is Director of Marketing for Hive9, where he is responsible for marketing strategy, demand generation and marketing operations. As a data-driven marketing professional, he helps business-to-business marketing organisations improve results by creating living plans tied to financials, performance and strategy.
Rick Miller is Client Development Director for Valid USA, a global provider of secure solutions for data, payment, identity, mobile and targeted brand messaging, where he is responsible for customer retention, growth and acquisition initiatives. As a recognised data-driven thought leader, Rick also serves on the leadership panel of the Data & Marketing Association’s Data Community.
Citation
Patterson, Laura, Kilgore, Patrick and Miller, Rick (2017, August 8). Marketing performance management: How best-in-class marketing organisations prove marketing’s value. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 3. https://doi.org/10.69554/MCOD3979.
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