Management System and Vision

Objectives are important to business. Having a solid management system that drives your objectives enables you to determine where you are performing well and what changes need to be made. Beyond the management system, it is essential to have clear and precise metrics that can measure progress against objectives. They can serve as a great vehicle to communicate across the team. All of marketing’s metrics should cascade from the overall business objectives.

IBM Software Group’s CMO Buell Duncan takes this approach: “For the IBM software business, it is about delivering on both the revenue and the profit objectives for the company. To deliver those goals, it is absolutely critical that we build a strong opportunity ...

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