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Course Outline - Marketing Performance Measurement (MPM)
- MPM Background & Recent Trends
- The CMO Council MPM Survey Findings
- MPM Adoption & Satisfaction Today
- Drivers of MPM
- Measures & Metrics, What We Measure Today
- MPM and Third Party Solution Provider Awareness
- MPM Process
- Where to begin, what to do
- The core challenges
- The MPM investment
- Third party vendors
- The role of IT
- Develop the MPM Framework
- Strategic Marketing Performance Imperatives (4)
- Foundation Elements of Marketing Measurement (10)
- Marketing Metrics (45)
- Marketing Measures (170)
- What do you want to measure? (See Appendix A)
- Need for selectivity
- Pick those that are most important today
- Demand Generation
- Bookings
- Pipeline
- Average deal/order size
- Sales cycle
- New market entry metrics
- New product entry metrics
- Important deal metrics
- Market share
- Lead Generation, Program & Campaign Effectiveness, and ROI
- Overall lead generation
- Overall lead quality, conversion and closure
- Overall lead cost
- Program and campaign ROI
- Web site
- Ecommerce
- Telemarketing
- Direct mail
- Email marketing
- Events
- Online seminars
- Trade shows
- Budget
- Other
- Product innovation and lifecycle management
- Understanding customer needs and requirements
- Roadmap definition and customer acceptance
- Product profitability
- Product reviews, recognition and rewards
- Analyst opinions and endorsements
- Customer value building
- Customer satisfaction/feedback
- Customer renewal, retention, referral and feedback
- Account revenue and profitability
- Account penetration/share of wallet
- Customer solution ROI
- Cross sell and upsell
- Corporate image and brand identity
- Company awareness and perception
- External brand value and equity
- Media and communications effectiveness
- Field sales and channel effectiveness
- Corporate vision and leadership
- Creating a model
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