Standardising effectiveness: Marketers on the opportunity and challenges
Communicating marketing effectiveness is a challenge for all marketers, made no less difficult by the lack of common definition. Is standardisation the solution?
Speak to a range of CFOs across a variety of companies and sectors, and while each may use different strategies and tactics, there will likely be total alignment on the key concepts involved in the job, the goal and measures of success. The same can be said for sales bosses, lawyers or engineers.
But in marketing, definitions and measures are much more blurred. Marketing effectiveness is one such concept that varies in meaning from business to business and marketer to marketer.