In this replay, we review the benefits of marketing measurement aligned to business goals and share a three-stage process to develop and execute marketing measurement at emerging companies, leveraging the principles of the SiriusDecisions Aligned Measurement Process Model. The three stages of the process are:
Strategy. The strategy stage sets the direction of the measurement work. To demonstrate marketing’s contribution to the business, marketing leaders must establish measures that align with the company’s business goals.
Execution. Once plans are developed, the execution stage begins, encompassing the construction of reporting, the distribution of reports to key stakeholders and ensuring users are able to take action on the findings.
Evolution. After measurement results have been communicated, the evolution stage addresses the gathering of feedback, tracking of utilization and refinement of reporting deliverables to facilitate improved decision-making.
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