Gartner Research

CMO Perspective: Use the Hierarchy of Metrics to Drive Accountability Within Your Team

Published: 21 September 2017

ID: G00333670

Analyst(s): Kirsten Newbold-Knipp

Summary

Marketing teams with poorly aligned objectives can operate at odds within the organization. They can lack accountability to strategic business goals. CMOs: Use Gartner's Hierarchy of Metrics to devise a mix of individual and shared goals to motivate collaborative business outcomes.

Table Of Contents

Upshot

Analysis

  • Define Top-Level Marketing Metrics
  • Identify Discrete Metrics and Design Incentives That Converge on Common Goals
  • Activate All Levels of Metrics via Transparent Dashboards

What You Need to Do

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

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