On the Road to Marketing Accountability: Five KPIs You Should Start Tracking Today

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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Four Trends Elevating Marketing as the Key Business Engine

Many of us who have been in B2B marketing for some time know that marketing has been undervalued or plain neglected in a majority of small and mid-sized companies. As Doug Davidoff of Imagine Business Development points out: “as recently as five years ago, it was not unusual for me to meet with companies that were several hundred million in revenue who had no marketing department or focus whatsoever.”

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