Peter Drucker is largely attributed with the foundational management concept “You can’t manage what you don’t measure.” It’s a concept that rings true with anyone pursuing data-driven-decisions. Contrast that to the findings of two well-known analyst firms, where revenue performance expectations (management) are way ahead of the infrastructure and processes for measuring that marketing performance (measurement). To extend Drucker’s theorem to account for today’s gap – you can’t manage what you CAN’T measure. And marketers are acutely aware of the pain this creates. Are you prepared to close that gap for your marketing team?
The challenges hindering the developing of data-driven-decision making are varied and complex. They range from strategic to tactical.
In the end though, these challenges can be summed up in a single overarching need, that stems from six, largely sequential questions.
I need to turn into a data-driven-decision making organization
What do I measure?
What reports do I need to get these metrics?
What data structure, processes, and tools do I need to generate these reports?
How do I use these tools to generate these reports?
How do I interpret these reports to generate meaningful insights?
How do I regularly share these insights with my organization to stimulate data-driven-decision making?
By working with us, we’ll help you identify which of these questions will have the greatest impact on your marketing organization so you can prioritize your investment. Then, we’ll partner together to uncover the thoughtful answers to those questions through an organic and collaborative process.
You don’t need to answer all of these questions at once to have a meaningful impact on your marketing team. Even if you only identify the right KPIs for your business you’ll have moved the organization forward. We all know that the wrong KPIs are often more disastrous than no KPIs at all. We can partner with you on every step of your journey to becoming a data-driven-decision making organization or we can be your Sherpa at critical junctures.
At TPG, we believe data-driven-decision making should be democratized to the entire marketing organization. Beyond that, we firmly believe that data-driven-decision making will drive more meaningful customer experiences and should be part of every marketing organization’s approach to customer engagement. That’s why we created a suite of solutions that are accessible to virtually all marketing organizations. Let’s connect to discuss which questions to answer to have the greatest impact on your business.