Systematic improvements are the best way for a marketing organization to make consistent gains in performance. To have an impact over the long-run, changes should be made at the fundamental level to how the budget gets allocated, how content is created, how performance is measured, etc. That’s why marketing performance management (MPM) has increased as a focus for so many B2B marketing departments.
What marketing performance management means to B2B organizations varies quite a bit. For those who are just developing marketing performance management practices, it can be as simple as tracking channel performance and trying to base budget allocation decisions on demand generation goals. At the other end of the spectrum, the most advanced marketing organizations are able to automate optimization and make smart decisions using predictive insights.
There clearly is some distance between what marketing performance management can mean, so we built this framework to help you think about where you are on the MPM spectrum, as well as how to develop and mature your practices.