Marketing Performance Measures

A research study amongst businesses showed that the following characteristics are associated with integrated marketing success:
1. Customers feel that all their brand experiences come from one identity
2. Customers trust the brand’s promises (and pass them on through word of mouth)
3. The brand treats different kinds of customers in ways appropriate to them
4. Whenever appropriate, the brand recognises individual customers wherever they interact or do business
5. Customers are happy with the brand experience
6. There is a service-oriented ideal that encourages aligned commitment across the organisation
7. Everyone nurtures what the brand means to committed customers
8. Future vision is consistent with core truths of the brand
9. The values we experience in our company culture support the values we express in the brand
10. The brand organisation is excellent at realising high value propositions from idea to implementation
11. Quality is understood as that which is good for the customer, employee(s) and company
12. (All business) Objectives are coherent with our [brand/company’s] competence
13. There are no silos (across the organisation)
14. Practices ensure shared learning across the organisation
15. The organisation works in effective partnership with the members of its value stream
16. The culture encourages people to release their creative potential
17. Business processes are actively aligned to the brand value position
18. Quality customer information is available in a timely way at every point of need
19. Leaders promote what they practice
20. The Marketing function is organised primarily around customer groups with their different needs and opportunities, not marketing disciplines
21. Senior marketing people are skilled in multiple communication disciplines
22. Customer management focuses on the value of customers over their lifetime
23. All communication to all constituencies at all touchpoints uses the same planning and evaluation framework
24. The company and agencies all work together in partnership
25. Communication is creatively aligned through "big media neutral ideas"
26. Evaluation is managed as a learning discipline across the participants
27. The key evaluation processes are primarily designed to increase knowledge about what most efficiently creates value for customers
28. Local and international marketing management collaborate effectively