tag:blogger.com,1999:blog-611037579240334616.post5327783748364143040..comments2023-10-03T10:30:48.100-04:00Comments on Chief Marketing Officer: Make Marketing Performance Measurement a Priority in 2011Karen Corriganhttp://www.blogger.com/profile/03932390035962111389noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-611037579240334616.post-39059782234125739012011-01-19T10:26:00.585-05:002011-01-19T10:26:00.585-05:00This is a key challenge for many marketing execs a...This is a key challenge for many marketing execs and has struck a chord. I've had two marketing execs mention this post to me. I agree with Art, if marketing is going to be viewed as leaders of growth, then we have to have the right measures in place, and an effective method for reporting them. Reporting ROI on campaigns without the more focused growth measures, just reinforces the perception of marketing as all about MarComm.@cjbryantnoreply@blogger.comtag:blogger.com,1999:blog-611037579240334616.post-48790484329180030442011-01-17T09:53:16.805-05:002011-01-17T09:53:16.805-05:00Karen, thanks once again for a thoughtful and time...Karen, thanks once again for a thoughtful and timeley post. Our experience shows that marketers and C Suite execs too often rely on historical metrics such as awareness and preference, etc. Clearly the more dynamic market we are in requires more insightful metrics and higher accountablility. But often times this requires a cultural change that is difficult to achieve certainly short term. The successes we have seen usually originate with marketers who take the lead by educating management and other leaders on options that are available to them, what's worked in other industries that can be applied to hospitals and a focus on meaningful metrics. As Jim Collins wrote in "Good to Great", "Face the brutal facts." Hospitals have no choice on that issue and marketing leaders can be the ones to point their organization in the right direction and become the focal point of revenue growth. If marketing wants to continue to have a vital place in hospitals, it clearly must embrace the concepts you have outlined. And more.Arthur Sturm, President and CEO, SRKhttp://asturm@srksolutions.comnoreply@blogger.com