Takeaway: Trusting recall as a research methodology brings with it serious limitations.
half.” The uncertainty that comes with
advertising will probably never go away.
One of the key reasons is the inability
to accurately measure priming, in which
exposure to one stimulus influences response to another. While the extent of
priming is debated, that it exists is not.
Our environment influences our subconsciousness through sights, sounds
and smells. (Read more.) In addition,
the effects of priming can be long-lasting, well beyond what one might expect.
(Read more.)
Takeaway: The return on some investments is not always immediate, often making short-term measurement a
futile task.
marketing often track different metrics
reviewed in isolation (e.g., sales might
focus on funnel activities while marketing might be more concerned with brand
and campaign assessment). Common
or at least integrated metrics not only
align teams but also ensure what’s being measured is most relevant.
Strategy and customer experience
consultant Christine Crandell recommends three groups of measures including end-to-end conversion, revenue
diversity and outcome profitability. According to Crandell, “While there are
literally hundreds of sales and marketing metrics that can be used, it comes
down to (these) three that measure
alignment and frame that all-too critical
joint conversation with sales and marketing about what’s working and what
isn’t.” (Read more.)
Takeaway: Sales and marketing
metrics should be shared or at least
integrated in order to work toward the
same goal and evaluate performance
holistically.
8. Sales and marketing metrics
are different
9. Sound analytics drive
sound decision-making
Sales and marketing share the same
overarching objective of driving profitable growth. Having common or at least
integrated key performance indicators
would seem reasonable, but sales and
The Corporate Executive Board recently conducted a study of 5,000 employees at 22 global companies and
found that just over one-third of participants balance judgment and analysis,
7. You can’t manage what you
can’t measure
A century ago Lord Leverholm famously said, “I know half my advertising isn’t working, I just don’t know which
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