How to Evaluate Your Current Marketing Effectiveness

Organizations come to their marketing journey or marketing automation journey from many different places and stages. It would be unfair to say this organization is doing great and this one is doing poorly by benchmarking against one set of numbers of outcomes. My belief is effectiveness is measured by getting to that next step. Otherwise, everything you do will be mired in a feeling of ineffectiveness and being behind the times.

The key to leveraging your marketing tools or making the decision to select tools is understanding where you are today and where you need to get to. This involves an honest and transparent audit of the current situation.

I’ve created a matrix and ebook to give you a framework for having those discussions. Download it now to follow along.

Who Should Be Involved?

Everyone! Ok, well a lot of people. As a marketer, I have learned one thing about data analysis. The more data points you receive the lower the possibility for error and bias from one person. If you involve 3 people vs 30 people the chances you are surfacing biases more than truths are greater. Bring various departments into the process and ask individuals in those departments to be involved not just because of their status in the department but also based on their potential to be invested in giving you valuable feedback.

Not everyone in your organization knows all of the things the marketing department is doing. Use this opportunity to not just elicit feedback but to also educate other departments on current initiatives.

What is the Process?

Define the Ask

The end goal is to get meaningful information on this matrix. The matrix is designed to measure your marketing journey in five key areas; Strategy, Measurements, Organization Adoption, Budget & Tech, Sales & Marketing Integration.

I purposely do not use a rating system with numbers or grades. This isn’t about good or bad it is about where are we at and where are we going next.

Instruct your team to identify where they believe your organization is at in each of the five areas based on the four-part continuum. Feel free to change up the headers to something you believe will resonate with your group.

Tip:

Instruct your team to identify where they believe your organization is at in each of the five areas based on the four-part continuum. Feel free to change up the headers to something you believe will resonate with your group.

Be prepared to answer questions

As much as we hope everyone knows everything we are doing in the marketing group the truth is far from this. Instruct the team to ask any and all questions of you. Keep in mind this is a two-way educational process. This is a chance for them to educate you on where others see the marketing department’s effectiveness. It is also an opportunity for you to share what the department does and how it affects the overall organization. Keep in mind; give factual answers and not ones that will sway their input one way or the other.

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What do you do with the Results?

Of course, all of this is for naught if you don’t do anything with the feedback. Keep in mind this is the very beginning of the marketing strategy process. You are only looking at where you are. This won’t tell you what programs to put in place. It won’t tell you how to redesign your marketing technology stack. It is truly your starting place, which is why there are no wrong answers.

Step 1 – Identify what it takes to get to the next level.

This is VERY important. Do not identify what it takes to go from “Haven’t Started to Strategic Doing.” I guarantee that is the fastest way to ineffectiveness. Only identify the next step.

As the philosopher Princess Anna of Arendelle says, “Do the next right thing.”

Step 2 – Choose a champion for each of the five core areas.

Let’s face it, in a small organization all five may be one person but in a larger organization, it may be five different people. In a really large organization, it may be five teams. Even if it is a group of teams still identify that one person that is the champion responsible for the next level.

Step 3 – Either as a team or as the champion of the five core areas identify specific and measurable results that will constitute you have reached that next level. It isn’t just about the numbers and knowing you reached a goal. The numbers should represent what you are trying to achieve as an organization.

Step 4 – Party a little! Change is hard work. People will get feathers ruffled. Everyone will have an opinion. When you get to the next level in any of the core areas, celebrate.

Celebrating provides everyone with some motivation to keep going and mark a milestone. It is also a great PR tactic to let the rest of the organization you are accomplishing things over here in the marketing department!

Conclusion

First of all, remember to download the ebook with the marketing strategy matrix. Keep in mind as I’ve mentioned before, this is a journey. An honest assessment is the first part of the journey. But it isn’t the end of the journey. In fact, if this is as far as we get we are going to be falling short of our overall goal. We want a world-class organization with a world-class marketing strategy.

That strategy is going to get in the weeds as you build it out. Warm and fuzzies are great but at some point, you are going to need to build content calendars, demand gen playbooks, and the like. Reach out to me if you would like to discuss how to implement the rest of the strategy in more detail.

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