In the last part of this series we will talk about implementing your measurement model. As we discussed in the last post this is no easy task. You are creating new processes and trying to assimilate data from several places in addition to transitioning how your team works and they bring value to the organization. Although there's no one way to get it done, here's some food for thought:
- Treat it like a puzzle - each problem you solve is one key of putting the entire picture together. It's rare that you will figure out a whole section at once, but if you're clear about what you are trying to put together each part help you figure it out. You may get some of them easily, like some of the marketing metrics you already control, but the revenue and conversion data will be tougher to get. Putting together what you know and working to get the hard parts together will eventually get it done.
- Don't get caught up in dashboards or fancy presentations - I think we've all seen pretty dashboards that look really nice but very few of them actually tell you anything that's actionable. Through this journey you need to remember the difference between data and information. Data is what you collect and information is what you learn from the data. If you just data dump you will never get to where you're trying to go - you have to create actionable information that leads to solving business problems. Using this filter through everything you do will get you closer to your goal.
- Report early and often - talking about what you've learned and what you still are gathering and struggling with will give you the chance to make small course corrections during the process, which will create the continuous improvement you need. If you put what you're doing in a black box waiting for a big reveal you will probably end of having to make larger adjustments which means more rework and lost time. Even a big ship turning one degree at a time can change course dramatically.
- Don't get discouraged - this will invariably be one of the hardest task you have and will in all likelihood be an uphill battle throughout the process. It will be easy to get distracted with more traditional marketing work like creative or events but big problems lead to big rewards. This kind of work will not just make you valuable to your organization - it will make you valuable to any organization since all of the best marketing organization will have this as the foundation of their future. If you can show you know how to get there the demand for your services will be high.
- Keep business goals and strategy at the forefront - remember that you are not trying to solve a marketing problem. You are solving a business problem that marketing is uniquely positioned within the organization to fix. Keeping your organization's goals and mission in mind will help you remember what problems you are solving and how you need to solve them.
Although the path may be long and tough, what you will accomplish in developing and implementing your measurement model will be groundbreaking. A marketing team that is focused on measuring what they do as it relates to growth goals and long-term strategy will make marketing a truly integral part of your organization. That leads to growth and opportunity for you and you team beyond your expectations and a function that can transform a company from average to outstanding.