With the special challenges associated with distribution channels, multiple buying influences, and sales-driven cultures, B2B marketing measurement frameworks can be especially difficult to build and maintain. This 30-minute webcast will provide insights into the techniques required to design and deploy effective B2B marketing metrics and dashboards. We will explore practical approaches to measuring brand, customer experience, marketing pipeline and channel performance, along with methods for managing interactions with sales organizations.

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romi

Many marketers have seen the benefits of brand scorecards in helping them track and report on the strength of their brand assets. This 30-minute webcast will take you through a step-by-step process for determining which metrics should be on your brand scorecard, and how you can quickly develop and deploy an insightful tool with significant impact on senior executives.

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categories:

Brand Measurement

See where your marketing organization is located and heading in relationship to others, and whether or not it's time to move to the next level.

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The numbers are in and the test markets seem to have incremental lift over the controls. But was it really the program driving sales, or just coincidence? Here's a quick approach to being sure.

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Marketing measurement is complex. It requires the integration of many information types and is often based upon a number of assumptions. That makes it particularly difficult for finance-types to get their heads around. Yet without their support and endorsement, marketing measurement lacks credibility with the CEO. So how do you build better links with finance if the CMO and CFO aren’t exactly golfing buddies? This 30-minute webcast will give you 10 topics for discussion to build bridges between marketing and finance and engage them in a productive exchange intended to build support and win endorsement for your measurement metrics and methods.

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By now, most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly.

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Which marketing metrics should you disclose to shareholders and the financial markets? And is disclosure a slippery slope, or a shareholder value-builder?

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There is an increasing buzz around using the concept of "customer equity" as the ultimate yardstick of marketing effectiveness and efficiency. A new study published in the Journal of Marketing is a must read for CMOs looking for new ways to quantify their investments.

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While some great strides have been made in the realm of marketing measurement, many marketers still feel like they're drowning in a sea of uncertainty about what they should measure — not just what they can. We checked in with a half-dozen senior marketers from different industry segments to see how well their marketing measurement and dashboard capabilities were evolving.

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Doing business today requires an environmental sustainability strategy — one that is a competitve differentiator and profit generator. After surveying the landscape of green metrics, we provide a first look at how they are beginning to show up in measurement frameworks.

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