Key points from a recent SiriusDecisions' webcast about identifying and implementing high-performance marketing practices.
Contrary to frequently held beliefs, high-performance marketing is not defined by the following metrics:Solid click rates. High click rates may be a component of high-performance marketing, but they are an insufficient metric on their own.Award-winning Web site design. Although marketing may earn kudos, the achievement is useless unless it is linked to demand creation.Conference or other event success. Event evaluation must be tied to specific marketing-related outcomes.Reliable responses to sales’ ad hoc requests. Exclusive focus on these requests can degrade the organization-wide view of marketing rather than enhance it.Abundant leads delivered to sales. Like click rates, this number can be relevant but does not provide comprehensive evidence of high-performance marketing.