Measurement is the beginning of marketing management and without a beginning there is no justifiable end.
While an increasing number of marketers are beginning to realize this, there are those who know it but are painfully learning that they have no choice but to measure what they manage.
Why its Important
Since the inception of marketing as a discipline this has always been the case: you need to measure what you manage.
Since the inception of marketing as a discipline this has always been the case: you need to measure what you manage. And while measurement wasn’t always as easy as it is today, it was possible. It may have taken time and ingenuity, but it was possible. But only the bravest, or the most curious, or the most responsible of marketers did it.
Of course, marketers have said it needs to be done, but then excuses are given why marketing’s programs couldn’t be measured for their impact on sales. The marketers often turn on their own salespeople as those who failed to make marketing programs a success. Now really, think about that statement.
John Burroughs said, “A man can fail many times, but he isn’t a failure until he begins to blame somebody else.” Restating that it can also be said, “Marketers can fail many times, but they aren’t failures until they blame their salespeople.”
“Marketers can fail many times, but they aren’t failures until they blame their salespeople.”
The Excuses Died with CRM, but Marketing Doesn’t Face It
My point is, with the advent of CRM software and its spin-off sibling marketing automation, the excuses that marketing (either in lead generation or branding) could not be measured is the refuge of cowardly, excuse-bound marketers. Little do marketing people realize, difficulty is an excuse the executive suite never accepts.
My advice to marketers is, “Your job is to create measurable products and demand. Nothing else matters. No excuses. Forget blaming salespeople and be accountable.