Increase Marketing’s Relevance by Reporting Business Metrics Executives Care About

By Monica Pepicelli, ITSMA Director of Marketing and Member Advocacy

Many marketers aren’t confident that they know which metrics and outcomes key stakeholders care about. Few use data and analytics as a predictive tool. Only a handful use metrics and analytics to guide them in producing business outcomes. It’s not surprising, then, that less than 10% of CEOs use marketing data to make business decisions.

Marketing Metrics Alignment

Most marketers report activity, operational efficiency, and history of performance. Those reports can be useful, but only as a foundation for reporting what really matters: outcomes, effectiveness, and predictions. That’s what the best-in-class marketers do, according to the survey. The marketers who get an A in performance management do better at:

  • Speaking the language of the business
  • Demonstrating the link between marketing activities and business goals
  • Understanding how business leaders evaluate marketing effectiveness
  • Improving operational efficiency by doing things right and producing actionable marketing dashboards
  • Using data and analytics as a predictive tool while employing analytic talent, investing in analytical tools, and building analytical models
  • Communicating how marketing is impacting the business

They’re also better at using data to build analytical models. They speak the language of the business and know how leaders evaluate marketing’s effectiveness. Their dashboards are more likely to be used by non-marketing senior executives.

We are again conducting the annual Marketing Performance Management Survey with VisionEdge Marketing to analyze the use of marketing data, metrics, and analytics among B2B service organizations to improve marketing performance, measure marketing’s value, inform business decisions, and forecast trends. Click here to participate.


Get Closer to Your Customers with Personas & B2I

Personas and B2I (business to individual) are tools to make marketing messages more personal – which gives them more impact. With both marketing approaches, the goal is to create more relevant marketing content. If you’re not using personas and B2I yet, you will be soon. (Your competitors probably are already.)

A buyer persona is an example (archetype) of a customer who represents a particular group of buyers. It’s used to better understand who customers are, what motivates them to choose your solutions, and persuade them to choose you rather than a competitor or the status quo.

B2I is the process of continuously learning about each individual so that marketing and sales efforts can become increasingly personalized and relevant.

Personas and B2IMaybe you’re already familiar with these two tools. Or maybe you’re not completely sure what they are or why you should use them. Regardless of where you are in your journey, you can learn more by taking ITSMA’s personas and B2I survey.



You can take the survey in under five minutes. Here’s how it will help you:

  • At the most basic level, you’ll learn definitions and benefits.
  • Second, answering questions – the Socratic method – will help you think critically about your own practices.
  • Finally, when the survey closes on February 28, you’ll get the results and see how your peers are using personas and B2I to engage prospects and customers.

Three easy steps:

  1. Go to the survey:
  2. Spend five minutes to answer the questions.
  3. Submit the answers and, after the survey closes, get your peer report.

It’s easy, confidential, and you’ll probably learn something – about yourself, your organization, and the state of B2B marketing.

Take the survey