A FitzMartin How to: using dashboards to measure marcom

We've written before about our feelings for the jargon too many marketing people feel compelled to use. When I hear people talk about “marketing dashboards” or “lead generation metrics,” my response is to cry, “can’t you people say what you mean?” Is it not more practical, and human, to ask, “how many leads did marketing produce?” rather than to request the lead generation metrics for 2Q?

Sorry, rant over. Recently, I attended a seminar with the fancy-pants title “How to Drive Better Business with Marketing Dashboards!” Despite the Gordian terminology, I found the seminar to be helpful; enough so that I recommend you give it a try. It offers insight to the credibility-building efforts we as marketers are taking to build measurements that carry weight in the boardroom.

Not all of the ideas are rooted in practical soil, but there are enough thoughtful comments that it merits grabbing your sandwich and a coke, plopping down at your desk and spending a lunch hour listening to the talk. Be forewarned…one of the presenters is selling a book and the other is selling software…but it’s not heavy-handed.

You can view the event archive here.

Sean Doyle

P.S. Please shoot a note to me and share your thoughts about how you measure and prove your corporate worth. I’ll share what I have done. sean@fitzmartin.com