Marketing Performance Management Defined for Wikipedia

wikipedia-logoMarketing Performance Management definition, as proposed Wikipedia updated content.
Please comment below to indicate your approval or suggestions.

Marketing performance management is the systematic management of marketing resources and processes to achieve measurable gain in return on investment and efficiency, while maintaining quality in customer experience.[1]
Marketing performance management is a central facet of the marketing operations function within marketing departments.

Marketing performance management relies on a set of measurable performance standards, a pointed focus on outcomes, and clear lines of accountability (i.e. roles and consequences).

Marketing performance management is comprised of six success factors: 1) alignment, 2) accountability, 3) analytics, 4) automation, 5) alliances, and 6) assessment. [2]Read more →

Metrics for Marketing Management

shutterstock_155999393Measuring progress as a predictor of your company’s financial growth is the way to open doors to funding. The word “progress” in itself is a clue to the “laws of metrics” (like “laws of physics”): metrics are not stand-alone figures, but rather, quantifications of a process flow. Think of marketing as a chain of activities and decisions that originate with an internal or external supplier, proceed from group to group throughout the marketing organization (and sometimes beyond), and eventually result in outputs that collectively … Read more →

Marketing Metrics, Technology & Customer Experience

Sometimes the simple basics can refresh our perspectives and effectiveness. In the recent Marketing Operations & Technology Summit, I presented a wrap-up conversation after we delved into deep, future-oriented best-practices discussions on marketing metrics, technology and customer experience.

Marketing Metrics
Don’t forget the simple fact that marketing performance is best tracked via combination of leading and lagging indicators: … Read more →

Marketing & Sales Alignment: Breakthrough Discoveries

marketing sales alignmentLack of marketing and sales alignment has been a weak spot for decades at almost every company. What's the silver bullet? Customers. They're the shared interest and driving force (other than money) for both marketing and sales. And when you stop to think about it, customers are the source of money . . . and as the old saying goes: follow the money.

So it's actually company-customer misalignment that's at the heart of the matter. We've traditionally … Read more →

How CMOs View Marketing Operations

marketing operations leadersA lot can change in a decade . . . as evidenced by Blockbuster video stores, Netflix DVD mailings, Blackberry and iPhone. And Marketing has undergone significant changes, too. The dynamics in the marketplace and in the marketing organization have shifted dramatically. What was needed for success in days gone by — the 4 Ps of product, price, place, and promotion — has now transformed into 4 new Ps required for success today:

  • Problem-solving
  • Perspective-shifting
  • Passion
  • Purpose

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Marketing Operations Defined for Wikipedia, Part II

marketing operations meaningMarketing Operations definition as proposed updated content for Wikipedia, which would include the History of Marketing Operations. and Marketing Operations Defined for Wikipedia, Part I. Please comment below to indicate your approval/suggestions.

The 2014 Marketing Performance Management Study conducted by VisionEdge Marketing/ITSMA found that the role of Marketing Operations now includes the following:

  • Analytics and predictive modeling
  • Budgeting and planning; financial governance and reporting
  • Campaign analysis and reporting
  • Customer, market, competitive intelligence, research, and insights
  • Data management
  • Organization benchmarking & assessments
  • Performance measurement and reporting
  • Project management
  • Strategic planning
  • Talent and skills development
  • Technology & automation & pipeline management
  • Workflow process development and documentation

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Marketing Operations Defined for Wikipedia, Part I

marketing operations meaningMarketing Operations definition as proposed updated content for Wikipedia, which would include the History of Marketing Operations and Marketing Operations Defined for Wikipedia, Part II. Please comment below to indicate your approval/suggestions.

The marketing operations (MO) function has emerged due to the need for a more transparent, efficient, and accountable view of marketing. Its growth was initially driven by the proliferation of marketing technology and increased pressure from the C-suite to prove the value of marketing and contribute to the bottom-line. The purpose of marketing operations is to increase marketing efficiency and organizational agility. Agile marketing organizations are able to adapt their marketing efforts, quickly and successfully, in response to changing customer behavior, market conditions and business direction to the benefit of improved market share or customer value. … Read more →

Marketing Operations Summit Memoirs III

MarketingOps_SummitSilo-busting was the theme on the third day of the Marketing Operations & Technology Summit. Christine Crandell, CEO of New Business Strategies, is a renowned expert on marketing and sales alignment and she mesmerized the audience with profound insights about what it takes to collaborate and harmonize in the customers' and company's best interests. She pointed out several sources of distrust and drivers of misalignment. Some of the exciting insights included:

  • Customers do NOT want a relationship with a brand
  • Customers are religious about the experience they need: how can you help me get my outcome?!
  • Neither marketing or sales is inclined to talk about the outcome sought by customers, which is necessary in shifting their orientation to customers

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Marketing Operations Summit Memoirs II

MarketingOps_SummitThe liaison role of Marketing Operations was emphasized throughout the second day of the recent Marketing Operations & Technology Summit. Scott Brinker, renowned blogger of, brilliantly pointed out the dichotomies we face — left-brain or right-brain, top-down or bottom-up, centralized or distributed, intuition or analytics, inbound or outbound, and so forth — are actually false dichotomies. It's not a matter of either/or, but rather, integration of so-called opposites, and that's a necessity that Marketing Operations (MO) needs to embrace. The unicorn metaphor emphasized how hard it is to find people with the right mix of talent and experience to lead or liaison the false dichotomies.
Summit8Read more →