Providing Quantitative Feedback to Creatives Is 'Mission Critical': CMOs Offer Five Tips

MarketingProfs 23 Nov 2021 03:00

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"Mission-critical." That's how important it is for creative teams to receive both qualitative and quantitative feedback, according to senior marketing leaders, among them Helen Baptist.

She observed the issue firsthand as she progressed through the marketing ranks during her career. Today, she serves as the chief operating officer at PathFactory, where she is responsible for marketing, sales, and customer experience.

I believe she's right; and yet, there is a divide in many modern marketing departments.

As digital transformation has taken root, Marketing has developed an arsenal of key performance indicators (KPIs) to measure digital efforts. Those include metrics such as engagement, clicks, downloads, and user intent, among others.

More mature marketing departments take the measurement process a step further: They are capable of tracking and applying attribution techniques right down to the level of pipeline and sales.

So, where's the divide?

It emerges on the creative side of the house. Whether the creative team is an integral part of Marketing or operates as a separate team, talented professionals who visually and conceptually breathe life into marketing efforts are often flying blind.

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Adam KaiserHelen BaptistAmy BarzdukasPathFactoryLacey Miller
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