After you set your marketing goals, it’s time to set a KPI framework and track those goals. However, there are hundreds of KPIs out there that support tracking. In this episode of Marketing Ops now, Ralf Strauss and Frans Riemersma talk about which ones to pick and, more importantly, how to implement a tracking process. Using real-life examples, they describe how companies solved the riddle of linking marketing performance to strategy.
Frans Riemersma has over two decades of experience under his belt, from consulting, to research, to marketing. Marketing technology is Frans’ playground. For over decade he has been designing marketing technology stacks for companies like HP, Adidas, Audi, Basf, Unilever, Philips, AbnAmro, IKEA, Standard Bank, Carlsberg, Volvo, HP and MediaSaturn.
Dr. Ralf Strauss is managing partner of various companies, as well as president of marketing associations and communities. Previously, he was the senior vice president at Volkswagen for the digital transformation across marketing and sales. Prior to that, he had various roles within SAP. He is also the author of more than 60 publications in these subject areas and publishes the yearly "Marketing Tech Monitor."
Data is at the basis of all the sophisticated marketing tactics you can…
More than 87% of marketing teams say they are not able to measure…
Vaughan's last position enabled him to see current B2B marketing challenges, how that puts extra pressure on CMOs, and how that has a rippling effect on marketing operations and martech.
Unlike other departments, marketing is not really familiar with playbooks. But it definitely helps bring discipline to a team by describing all the important definitions and processes.