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

Laura Patterson, Patrick Kilgore and Rick Miller
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Laura Patterson: President, VisionEdge Marketing, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 3, 206-225

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.

Keywords: marketing performance management; marketing accountability; marketing analytics; marketing ROI; marketing measurement; marketing operations (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:3:p:206-225

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