The best excuses for not managing marketing metrics



In our office, we like marketing metrics. It isn’t just about what worked and what didn’t, it’s understanding why and acting on it. If you don’t know what performed well and don’t have an understanding of ‘why’, then how can you improve the marketing performance moving forward?

Sounds simple, right? Yet, we work with all levels of marketers from junior to director level and for some, there’s an impetus to understand marketing performance, and for others, they simply don’t have the time to dwell on it as they’re off onto the next campaign.

I’ve often asked myself ‘why?’ since it only makes sense to try and understand how to improve the activity. Surely, it’s better to seek to be as good as we can, rather than simply skip onto the next thing?

This led me to think about the challenges we hear in our clients’ businesses and the reasons why they don’t push that understanding. I know that it’s tough-going reading into the data, and I know that it’s not as black and white as I might make out, but some of the reasons we hear are not insurmountable – in fact, they’re fairly easy to resolve.

So, going back through my conversations with clients (and some agencies too), these are some of the things I’ve heard in the last couple of years with regard to tracking and marketing metrics. They’re all very valid reasons, but they’re also resolvable. Sigh.

  • I don’t have access to the CRM
  • I don’t have access to Google Analytics
  • The CRM can’t tell us what the campaign source was
  • The sales team don’t fill in the notes properly
  • The sales team don’t adjust the opportunity status
  • The values in the CRM aren’t correct, the sales team use a £1 placeholder that doesn’t give a true picture of the pipeline value
  • The marketing automation platform won’t give us that depth of data
  • The marketing automation platform can’t generate a report like that
  • I can’t run reports like that in Salesforce
  • I don’t know how to do it
  • I don’t have time
  • It’s run out of the US, so I don’t have control
  • I only get access to certain reports in _____________
  • The marketing automation platform doesn’t sync properly with the CRM
  • The website form breaks the tracking code so we don’t know the source
  • The website doesn’t have the tracking code on it
  • The UTM tracking codes aren’t consistent
  • That’s not my KPI (gasp!)
  • There isn’t a drive in the business for it (really?!)

There are plenty more, but I think you get the picture.

Now, in my world of unicorns and flowers, these would be addressed, we’d all be happier, less stressed and making more money. Wouldn’t that make you happier too?

It’s about asking the right questions, getting involvement and buy-in at a senior level, and building the right business processes within the organisation. Simple right? Not really. It’s a complex data discovery, sales process review, process management and change management piece. It is possible, though.

So, if you really want to get to grips with this and know whether your campaigns are really working, talk to us. We’ve done it before and delivered it. It takes time, but the having the insight leads to better decisions. And if you want to know how, then our latest guide to the metrics that matter shows you. Download the Director’s Guide to Metrics That Matter. [No form, just get the PDF instantly.]

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