Measurement Readiness Score
Use your Measurement Readiness Score (out of a total of 135) from the previous page to gauge whether your firm is ready to embark on a marketing measurement program, based on the scorecard below.
0-29: Time to put the fundamentals in place
You're not yet in a position to start a formal measurement program. Start by reviewing the work you are doing today, and documenting it in business processes. Research ways to measure marketing processes and decide what approaches are relevant for your team.
30-59: Progress, Select Choice Initiatives and Do Them Well
Identify a few programs/campaigns and create pilot metrics for them, then test those with your stakeholders. If you don't have a handle on client data, work with IT to understand what's available. Build your business case for investing in systems and technologies that will support marketing measurement.
60-99: Build on what you've achieved
You have many of the necessary elements in place for sound marketing measurement. Look closely at the processes/data you are measuring today and establish formal performance metrics for them. Think about how you can attribute your team's activity to revenue.
You likely have everything you need to create a sophisticated marketing performance measurement system that will provide insights on Marketing/BD activities, operational efficiency and revenue contribution.