The framework is composed of four marketing effectiveness quadrants.
- Marketing effectiveness focus: a clear vision of the role of marketing effectiveness strategy complete with a roadmap that explains how each step will create sustained business value.
- People (buy-in and empowerment): the benefit of buy-in at top and senior levels, with defined roles and responsibilities, training on effectiveness capabilities in order to limit resistance to change, and a commitment to continuous learning and improvement.
- The marketing effectiveness process: the cycle of applying increased marketing intelligence to decision-making, activation of marketing activities, measurement, and improved business results.
- Data, tools & measurement: an effectiveness capabilities ecosystem creating increasingly relevant and impactful marketing intelligence, being fed by quality, accurate and timely data.
The measures of how well organisations perform against different elements, or quadrants, provides a benchmark tracker of effectiveness culture.
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