Gartner Research

CMO Perspective: Identify Marketing Metrics That Matter Most

Published: 19 April 2016

ID: G00301136

Analyst(s): Ewan McIntyre

Summary

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

Upshot

What You Need to Know

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

Analysis

  • 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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.