Gartner Research

CMO Perspective: Identify Marketing Metrics That Matter Most

Published: 19 April 2016

ID: G00301136

Analyst(s): Ewan McIntyre


All CMOs need to be performance marketers, closing the loop between investment and business performance. Use this multidisciplinary hierarchy of marketing metrics to build visibility and accountability for performance across the marketing organization via audience-appropriate, decision-useful data.

Table Of Contents


What You Need to Know

  • Actionable Metrics Take Top Priority
  • Marketing Should Own Data Distribution
  • Metrics Must Connect to Marketing Strategy


  • Define the Metrics That Matter to Your Organization

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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