Marketing > Marketing Impact & PerformanceMarketing Impact & Performance
In today's corporate world, growth transcends product alone, making proficient marketing crucial. It's beyond having a marketing function—it's about amplifying its influence.
➔ Marketing Impact & Performance B2B Marketing Practice Guide: Make it Work
This demands a mix of well-structured processes and a fortified marketing team. Like an orchestra, cohesion determines its excellence. Errors in team development can disrupt the symphony.
The solution? Cultivate marketing excellence. Here, leaders focus on performance management, establishing sharp, bold KPIs. Supported by insightful metrics, teams can exceed their goals, optimizing marketing ROI. With a unified approach, the marketing strategy's brilliance propels B2B businesses forward.
Structure, Workflow & Alignment
Marketing efforts can be fragmented within organizations, making collaboration, workflows, and clear mandates vital.
A coherent mission (our purpose), vision (our direction), and value promise (our conduct and collaboration) must inform all processes, either aligning or evaluating them for value.
Digitalizing market oversight and competitive intelligence further strengthens alignment and workflow.
Talent & Career Management
Effective talent acquisition, personnel development, and career planning enhance marketing employee retention.
By profiling skills, addressing skill gaps through defined job descriptions, streamlining recruitment, managing career paths, and offering competitive compensation, organizations can gain an edge in the global race for top marketing talents.
Function Value & Performance Measurement
Investment returns from marketing, impacting profit and growth, should be gauged using key performance metrics.
By grasping the value of marketing activities and establishing KPIs with tools like ROI and ROMI dashboards, management gains clarity on the value and effectiveness of diverse marketing initiatives and budgets.
Recap: Marketing metrics quantify marketing's business value, guiding resource distribution, talent acquisition, and ongoing enhancements.
Marketing > Marketing Impact & Performance