Before rolling out a new marketing automation platform (MAP), first establish baseline measurements to provide a basis for comparison and the assessment of progress.
Below are baseline measurements that SiriusDecisions recommends organizations take when embarking on a marketing automation initiative.
Note: While it’s unlikely that organizations coming from an environment without a marketing automation platform will be able to measure all elements, it’s nonetheless important to measure as many as possible.
For your demand waterfall, measure:
Measure your active marketing database, including contacts that:
Jay Famico is the Vice President of Client-Facing Technology at SiriusDecisions. He is a thought leader focused on helping companies gain maximum value from their investments in marketing programs and technology. Follow Jay on Twitter @JayFamico.