By Kevin Olson, Industry Standard Research
Services marketers are often not evaluated on actual marketing performance. The lack of objective and relevant performance measures can limit respect for the marketing function and influence within the organization, and that’s problematic. Instead, services marketers are often evaluated on results outside of their control and on non-strategic measures. However, services marketers can take control by implementing credible marketing effectiveness measures and creating their own narrative. This starts with proactively defining the measures of services marketing effectiveness in the organization, choosing a measurement framework, and reporting on successes and failures.