It’s never been more important for marketers to understand their company’s business fundamentals. This sounds obvious. We should know—and understand—how our companies make money, right?
Apparently it’s time for a wake up call. A full 80% of CEOs don’t trust their marketing teams, according to new research from Kapost.
Let that sink in. Our job is to develop credible, profitable connections with customers—and with the people that hire us.
We must do better. Marketers are under more pressure than ever to measure their impact and prove ROI.
To help achieve that goal, I’ve listed below six business fundamentals marketers should measure and how to measure them. This list is a starting point: You may need other or additional metrics depending on your company’s business model and / or available technology.