2 Measuring Marketing Performance and Risk Accrual Using Scorecards

A System of Scorecards to Measure Tools Usage, Task Completion, and Deliverables Across Marketing Processes


Scorecards in Marketing Processes

Similar to an adventurer’s reliance on a compass, a businessperson’s most powerful guiding tool to ensure that the business stays on course or adheres to its plan is a scorecard. A scorecard is the primary predictive tool for both in-process measures and performance results. Whether working in the strategic, tactical, or operational environment, marketing professionals need to take into account how to measure progress against their goals. ...

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