Completing the Annual Planning Process

Imagine an office without a desk, or lights, a computer, or even something as simple as a chair. When the architects and designers started planning a building or office space they knew they would have to make concessions for these items during each of the building activities. As marketers, we take part in many activities, much like a builder or designer does.

Of these activities, there is one that precludes each of these; the annual planning and budgeting process. One part of planning often gets left out though, measuring the effectiveness of the activities we plan. Yet plans without metrics are like offices without chairs, conference rooms without tables, or buildings without a foundation. Parts of each exist, but there is a major component missing.

Recently surveys have concluded that 55% of business to business marketing executives face the challenge of measuring marketing