Three must-have internal metrics for productive marketing teams, according to Marketing Profs.
It’s no secret that analytics—related to your revenue, website, customers, and brand—should be a cornerstone of any marketing program. Tracking external metrics such as leads, traffic, and conversion rates are pretty much a given. But what about internal metrics?
In a Birkman International survey, only one-third of the companies surveyed said they measured employee productivity. If your external metrics dip, wouldn’t it also be as important to measure how productive your marketing department is at executing the programs on which the company relies?
Without department performance-related analytics, it’s nearly impossible to pinpoint where changes need to be made and what areas need to be improved. Gut instinct is important; it just can’t be your go-to metric if you want to show executives that you are getting the most out of the people and other resources that you have.
How should productivity be measured? You have a lot of options, but not all are created equal. Here are three types of internal marketing metrics with specific measurements you should be tracking to help ensure greater effectiveness, efficiency, and predictability for your team.