Where Are You Going?

Marketing metrics matter, and every marketer looks for the key metrics to drive business. Growing up, my dad always told me that you get what you measure. That fact has been articulated to me repeatedly in the business world. It is important for marketers to articulate achievement. The key is to set marketing metrics according to your specific overall business objectives. Especially in today’s dynamic environment, showing value of marketing’s outcomes is essential. In Figure 16.1, we see that the ANGELS framework would not be complete without the focus on the numbers.

Figure 16.1. ANGELS framework—leads and revenue.

A dashboard is a great way to show your outcomes and determine your action plan. In your car, ...

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