Measure what is logical to measure

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One of the more interesting questions I was asked yesterday after my Dreamforce session was, “Where should we start measuring our marketing? Marketing is such a vast thing to try to quantify.”

The answer to this question is simpler than you think. Measure what is logical to measure!

What’s the thing that matters to you? What’s got your hair on fire? Is it leads? Is it revenue? Is it audience?

If you find that the objective you want to measure doesn’t have an accessible metric, then you have either a knowledge gap of your existing tools or you don’t have the right tools. That’s your next thing to fix.

Once you’ve got a handle on the metric that’s most important to you, look to the immediately preceding metric if you want to affect the one you care about. If leads are a problem, the most immediately preceding metric is prospects. How many people are interested in you at more than a cursory level? If prospects are the problem, the most immediately preceding metric is audience. Is your audience growing?

By following the most logical steps from point to point through your marketing process, you’ll know what to measure, what to fix, and what to ignore.

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