Performance Metrics

With the day-to-day pressures of supporting sales and marketing initiatives, many miss the opportunity to learn from the results of their efforts. Providing an objective means to monitor performance and optimize marketing campaigns is essential to generating a positive ROI over time.

The discipline of performance monitoring starts upfront when campaigns are being developed. Ask yourself "What will constitute success?". Develop a few key metrics that will allow you to monitor your definition of success along the way. For example, if you are looking to launch a marketing campaign to your customer base to incent cross-selling perhaps you should look at revenue per customer or services per customer.

Establishing baselines for each of your success metrics prior to campaign deployment will provide an objective way to gauge progress as the campaign develops.

The key here is to not make it overly complex at the outset. You will be amazed at the impact a few key metrics can have on the overall success of your marketing and sales initiatives.

- Read Ziegler is the founder, president & CEO of Vantedge Group