The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success (Paul Roetzer, 2014)

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  • Performance gap = talent gap + technology gap + strategy gap
  • Marketing professional
    • Analytical
    • Creative
    • Intrinsically motivated
    • Attentive
    • Social-web savvy
    • Strategic
    • Tech-savvy
    • Collaborative
  • Core technology snapshot
    • Analytics
    • Call tracking
    • Content management system (CMS)
    • Customer experience management (CEM)
    • Customer relationship management (CRM)
    • Email marketing
    • Internal social networks
    • Marketing automation
    • Project management
    • Search engine optimisation (SEO)
    • Social media
  • Marketing score model
    • Business core
    • Marketing core
    • Audiences
    • Marketing team strength
    • Marketing technology utilisation
    • Marketing performance
    • Social media marketing
    • Lead sources
    • Public relations
    • Content marketing
  • Business cores
    • Community involvement
    • Corporate culture
    • Customer service
    • External communications
    • Financial stability
    • Innovation
    • Internal communications
    • Market share
    • Marketing team
    • Pricing strategy
    • Product/service quality
    • Sales staff
    • Tolerance for risk
    • Vision
  • Marketing cores
    • Brand awareness
    • Brand positioning
    • Buyer persona profiles
    • Competitive advantage
    • Customer database
    • Lead database
    • Opportunities for growth
    • Sales/marketing integration
    • Sales process
    • Website
  • Marketing funnel: Brand > leads > sales > loyalty
  • Loyalty metrics
    • Active customers
    • Churn rate
    • Lifetime value
    • Customer referrals
    • Customer reviews
    • Engagement rate
    • Net promoter score (NPS)
    • Retention rate
    • Annual recurring revenue
  • Marketing game plan
    1. Marketing assessment
    2. Discovery research (brand positioning, value proposition)
    3. Marketing budget
    4. Marketing scorecard
    5. Set prime goal values
    6. Define and segment audiences
    7. Profile personas (deeper understanding)
    8. Catalog accelerators (identify assets)
    9. Establish milestones
    10. Campaign centre (break down goals)
    11. Project centre (task list(
    12. Integrate project and campaign centre (project management)
    13. Set up campaign tracking
    14. Launch builder and driver campaigns (e.g. CRM)
    15. Adapt activities based on performance
  • Marketing performance law
    1. Align expectations and potential
    2. Commit to core strength
    3. Integrate at all costs
    4. Take a full-funnel approach
    5. Balance builders and drivers
    6. Personalise the customer journey
    7. Measure everything
    8. Embrace agility
    9. Be remarkable and different
    10. Move your marketing forward

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