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Marketing performance management: How best-in-class marketing organisations prove marketing’s value

Author

Listed:
  • Patterson, Laura

    (President, VisionEdge Marketing, USA)

  • Kilgore, Patrick
  • Miller, Rick

Abstract

Over 400 organisations participated in the 16th Annual Marketing Performance Management Benchmarking study. The aim of the study was to understand the subtle nuances that separate best-in-class marketing organisations from the rest of the pack when it comes to being able to prove their value, contribution and impact. The results reveal that member of this elite group of marketers are significantly better in five key areas of performance management — business acumen, alignment, accountability, performance target setting and the use of analytics. In addition, this group leverages marketing operations differently. This paper provides insight into how to join their ranks.

Suggested Citation

  • Patterson, Laura & Kilgore, Patrick & Miller, Rick, 2017. "Marketing performance management: How best-in-class marketing organisations prove marketing’s value," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(3), pages 206-225, August.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:3:p:206-225
    as

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    More about this item

    Keywords

    marketing performance management; marketing accountability; marketing analytics; marketing ROI; marketing measurement; marketing operations;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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