b2b marketing insider
What marketing metrics do you use to run your business? Are they the same as the metrics you report to your CEO?
Long-gone are the days when the only thing marketing discussed with the CEO was the color of the logo and the size of the advertising budget.
It is not the creatives who will delivering reports to the C-Suite. It is the data scientists and the marketing nerds.
While we all want a shinyreal-time marketing dashboard running on a wall of flat screens, let’s consider why the metrics themselves are important.
Which metrics you chose to run your business and to report to your CEO is important because this will determine the size of your budget, the stability of your job and the influence your team will have on the strategy of the organization.
Marketing Metrics Keep Marketing Accountable
I have spoken before about the traps of focusing on tactics and activities instead of results and the perils of not having a well-defined business case. But there is no bigger sin in the corporate world than the marketing budget disaster of handing out budgets based on some percentage of what you had the previous year.