Marketing, Measurements, Metrics, Oh My!

Marketing, measurements and metrics remind me of the Wizard of Oz when Dorothy and her fellow companions are walking through the forest saying “Lions and tiger and bears, Oh my!” The impression the viewer received was that at any moment a lion, tiger or bear could jump out and gobble Dorothy and her companions up.


In attracting attention to your products or services, your budget can quickly be gobbled up by ineffective marketing strategies and tactics. This is why it is so critical to invest the time to construct the following:

  • Core positioning statement based upon market research
  • Specific demographics and psychographics
  • Executive marketing summary
  • Written marketing action plan that is goal driven
  • Specific measurements and metrics to be validate effectiveness of all actions

A recent report from Omniture revealed some interesting statistics about the results of measuring marketing ROI – return on investment. The majority of those surveyed believe marketing ROI is important, but  only 1/3 of those have a process in place to do that. Also social media is being used by almost 70% of those surveyed and well over half have no way to measure its impact.

Online marketing is far easier to measure than other types because with the correct tools you can see the traffic to specific pages and if there is an auto-responder actually capture additional:

  • Critical contact information
  • Confirm demographics
  • Discover new psychographics

There are many free tools to keep the lions and tigers and bears from gobbling up your hard earned profits. Remember all marketing dollars come from your profits.  Some of these tools are free and are available at sites such as:

Of course there are many more because each day another tool appears to be tracking another online statistic. By returning to your marketing action plan you can determine if you need other measurements or metrics for calculating your marketing ROI. Remember, as the old saying goes:

“If you cannot measure it, you cannot manage it.”

So to be the red jacket in a sea of gray suits, it is absolutely necessary to determine what marketing actions you will take, how will you measure those actions and what metrics will be measured. Otherwise you may be joining Dorothy and her friends fearful of all those lions and tigers and bears, oh, my!

Share on Facebook

10 Responses to “Marketing, Measurements, Metrics, Oh My!”

RSS Subscribe!
Coaching Tip

People buy results or rather people buy the feelings the results deliver.

What’s Happening?

Internal Results interviews
Leanne Hoagland-Smith
. Some of her answers may surprise you.

Check out this podcast on value creation between David Brock and Leanne Hoagland-Smith

Listen to Leanne Hoagland-Smith at Sales Scenario podcasts

Another list of top sales bloggers

Pre-order this great book How to Get a Meeting with Anyone. You may recognize a familiar name.

Top 100 Most Innovative Sales Bloggers Honored this blog is included in this impressive list.

Best Sales Blogger Award for 2014 Third place awarded to Leanne Hoagland-Smith.

NWI SBDC awarded Small Business Journalist of 2014 to Leanne Hoagland-Smith. Awards.

Expand Your Business Horizons
Sign up to receive monthly newsletter devoted to small businesses and busy sales professionals Beyond the Black
Be the Red Jacket
Seeking an easy and practical book on marketing, selling and sales? Read the reviews at Amazon and then order your hard copy or eBook.
Sustainability Expert
The Institute for Sustainability
Ezine Expert
Blogroll – Leadership, OD
Contact Coach Lee

Leanne Hoagland-Smith
219.759.5601 Main Office CDT
219.508.2859 Mobile CDT

Office located near Chicago, IL Main Website

Sales Corner

Tracking by The Sales Corner
Blog Rankings
Business Blogs - Blog Rankings
Blog Top Sites
RSS Search
Blog Log