There continues to be massive teeth-gnashing over measuring marketing effectiveness. The marketing community runs wildly away from the blindingly obvious answer as to how you measure marketing effectiveness and CMO performance. The blindingly obvious answer is market share.
You judge the effectiveness of your marketing campaign based upon it’s impact on your market share.
You judge the performance of your CMO based upon the impact they’ve had on your market share.
You hire a new CMO based upon their track record generating market share.
BtoB Magazine the influential read for marketing strategists once again is seeking nominations for it’s Best of 2006 awards. We’ve commented in the past about the lack of quantitative input for these awards. We’ll likely comment in the future. The two major criteria for awarding the BtoB distinction is "awards won in the past 12 months" and "breakthroughs". Why not establish a criteria for "market share gains" or…
Greatest year over year gain in market share?
Best market share gain against enormous odds?
Best attempt at market share gain that failed?
OK, so you get the idea. Read my post titled: USING MARKET SHARE VECTORS TO GAUGE CHIEF MARKETING OFFICER EFFECTIVENESS for one approach on how to use market share to gauge marketing effectiveness.
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