Improved marketing performance management processes can allow marketers to optimize future spends and budgets while also ensuring better martech choices and investments.

One of the key fundamental shifts in marketing over the years has been its shift away from acting as a cost-centre to helping other functions and customer-facing teams drive actual business ROI. This is where better, leaner marketing performance management systems are essential to drive future marketing growth and prove its long-term value to a business.

If marketers don’t measure the outcomes of their various multichannel marketing initiatives, it will be difficult to optimize future efforts and create strategies that can contribute to faster growth and lift.

Evaluating the success of marketing initiatives serves businesses several advantages. Let’s dive into a few.

Enables Better MarTech Choices

With over 9k+ (known) solutions in the martech industry (and many smaller ones still mushrooming everyday), marketers need to constantly stay updated about the newest martech innovations to better understand what can help drive their goals (faster!) while reducing burden on existing resources.

With the martech industry being so dynamic in itself, it is also crucial for marketers to not be influenced by every new feature or system. This is why evaluating how well your existing martech is helping enable marketing ops processes and end goals is crucial to driving future martech investments and choices. Most martech dashboards offer instant analysis into campaign performance/activity and integrating every system in use to drive internal reporting can ensure that teams are more aligned while also helping them understand what new feature or capability can enable better results in future.

For instance, if a marketing team sees that a current email marketing cadence is gaining a lot of traction, a tool/package that enables email campaigns to scale or platforms that are AI driven and more intuitive can be a better choice for the future.

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Helps Marketers Prioritize Channels and

Prioritize Channels

If you don’t know what’s working and what isn’t, how do you know what to improve? A proper marketing performance management process and system helps marketers truly understand what type of channel is bringing in more engagement while also giving insights into what kind of marketing tone and messaging is resonating best with a certain audience set.

This can allow marketers to align future marketing channel campaigns and messaging while also ensuring they have more integrated systems in place (Re: point 1 above) that helps tighten martech systems: all leading to improve ROI eventually.

Controlled Marketing Budgets

For campaigns to scale or marketers to truly boost marketing output, there will always be a need for a marketing budget. Without a proper marketing performance management process, marketing budgets may not match what ROI a marketing team is bringing in.

Controlled budgets are especially crucial to ensure that marketing spends are optimized, the right marketing initiatives are given more attention based on point 2 above and also, that the best martech investments are made based on near-term business objectives and goals.

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