What to Measure in Marketing - Marketing Profits 4.0

Measuring Your Marketing and Sales Process

Marketing and Selling are scientific processes that need to be measured in order to be controlled.

"If you are not keeping score you are just practicing"

Vince Lombardi

What to Measure...Decisions, Decisions, Decisions

To maximize the effectiveness of your marketing and selling process you need to flow chart every prospect and client decision point throughout the 4 Essential Processes.

If your prospect or client took a positive action it shows that your value proposition for that step was equal or greater than parity for the action you wanted them to take.

If your prospect or client did not take a positive action you either need to provide greater value or lower the perceived investment value of the action you would like them to take.

Points of Leverage

Each of these decision points becomes a Point of Leverage. Whatever points in your process prospects and clients are failing to take positive action are undermining your overall sales process. Once identified these areas become your Focus of Effort, the areas in your process that when addressed will transform your marginal business into an exceptional one.

Focus of Effort

Identified Focus of Effort opportunities can then be prioritized based upon degree of negative impact that each is having. The Focus of Effort with the highest pay-off becomes your Main Effort.

MarketingProfits4.0 Success Principle

Your marketing and sales process is the central nervous system of your business.

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