Marketing departments take pride in coming up with clever campaign ideas, exciting images, and compelling messages – and rightly so. However, these matter little to the executive team if the following concern is not addressed: Are our marketing investments bringing enough return?
The first step in addressing this concern, and therefore building up marketing’s credibility, is tracking the right Key Performance Indicators (KPIs) consistently, over time. These KPIs should be monitored, and the results communicated monthly (or at least quarterly) to the executive team.
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