Best-in-class (BIC) marketers excel at alignment and accountability: They know to align with the business outcomes that matter to the C-suite, and they know what to accordingly measure. (To learn ...

Despite the emphasis on and progress in marketing performance measurement and management (MPM) over the past decade, research continues to show that the link between marketing and the business still ...

Optimization of marketing efforts requires data to inform adjustments. That can’t happen when the metrics used to describe performance aren’t trusted. And without measurement to clearly depict ...