The Burning Question?
      How do we Measure Marketing Success?
                         Objectives
              Strategy              Marketing
              Fine-Tuning            Strategy
                   Success       Strategy
                    Metrics      Deployment
            Marke           ti  ng   Campaigns
              Product          Price
                      Target 
                      Market
               Place        Promotion                 Trade
                                  
                                                        
                                                        
                                                  Publications
                                                                        Sales
                                       Advertising
                                                                           
                                                                           
                                                                      Literature
                              Trade
                                                     Direct
                                 
                              Shows                     
                                                                                            
                                                   Marketing                                
                                         Digital                 Sales        Public
                                             
                                             
                                        Marketing                                                       
                                                                                 
                                                              Promotions    Relations                   
                               E-mail
                                                    Social
                                  
                            Marketing                   
                                                        
                                                     Media                                  
                                                                                            
                                                                        Direct
                                                                           
                                                                           
                                                                        Sales
             Marketing Campaign Models
                                                                                       Website
                                                Direct Mail                            Website
                                                Direct Mail
                             PR/Media Relations
                             PR/Media Relations                                                  Social Media/YouTube
                                                                                                 Social Media/YouTube
                        In Store/P.O.S.
                        In Store/P.O.S.              Traditional              Digital                  Web Banner Ads
                                                                                                       Web Banner Ads
                          Print Collateral
                          Print Collateral                        Marketing                               eMail
                                                                  Marketing                               eMail
                                                                    Models
                                                                    Models
                                                                                                  SMS/Mobile
                             Print Advertising                                                    SMS/Mobile
                             Print Advertising
                                                                Event/Field 
                                       Demonstrations                                   Merchandising
                                       Demonstrations                                   Merchandising
                                                    Field Sales                 Trade Events
                                                    Field Sales                 Trade Events
                                    Three key customer touchpoints
           Marketing Campaigns
            Designed for one thing – Lead Generation
                          Tradeshow Leads
                   eMail Blast Leads
                          Trade 
                      Publication 
                          Leads
                  Targeted Industry 
                        Research
                       Other Leads
                 Goal: Marketing campaigns are                             
                               to convert leads to customers.
  This Photo by Unknown Author is licensed under CC BY-SA
           Marketing Campaigns
            Designed for one thing – Lead Generation
                          Tradeshow Leads
                   eMail Blast Leads
                          Trade 
                      Publication 
                          Leads
                  Targeted Industry 
                        Research
                       Other Leads
                       Hand off to company Sales Professionals
 This Photo by Unknown Author is licensed under CC BY-NC