Accurately measuring content performance can feel elusive for many content marketers. While all good marketers want to prove the efficacy of their programs, not that many know how and have the time to calculate it.
James Thomas, CMO of Allocadia, elaborates:
Marketers often fail to understand the layers and inputs that go into optimizing their team’s performance. Instead, they defer to shortcuts or arbitrary measurements, putting them at risk of hurting performance, losing budget, wasting, resources, and diminishing their internal authority. Poor Marketing Performance Management (MPM) makes it more difficult to meet the demands of your role.
Here are four things you can do to improve your marketing team’s performance:
- Create high visibility around your data reporting.
- Think strategically about your tech stack and set a clear plan for its future.
- Store your data in one cohesive place to make sure all departments have the same information.
- In relation to the previous point, try to align marketing goals with the goals of other departments including finance and sales.
Focusing on these four areas will help improve your marketing team’s performance, but what’s being measured is also important to consider.
To learn more about how these four traits of high-growth B2B companies can help your organization, check the full blog below.
Read the source article at Marketing Insider Group