Driving Marketing Performance Excellence - Alignment

In today’s business environment, marketers need to apply financial performance management techniques to improve marketing ROI. A simple definition for performance management from Wikipedia is, "...performance management is a set of processes that help businesses discover efficient use of their business units’ financial, human and material resources." For marketing, we need to apply this improvement logic to marketing operations, intelligence, information and ultimately, optimization. We call it Marketing Performance Management.

Marketing Performance Management is the science of using marketing intelligence to drive business improvement by optimizing marketing and media efficiency and effectiveness. Our scope must be beyond traditional advertising alone, we must include direct marketing, online marketing, CRM, public relations, employee communications, and so on. That is, we must align all marketing activities with business and financial objectives to improve the impact marketing can have on our corporate goals. Historically, most marketers have under-utilized business performance management (BPM) techniques and systems to improve the impact marketing can have on a company’s success. We must manage marketing as a supply chain

To learn more, get our MPM Excellence white paper via email at whitepapers@theammgroup.com.