While 95 percent of marketers agree that KPIs must be tied to business goals to truly matter, the act of actually doing so remains a challenge. In this presentation, Mower provides some insight on how marketers can use success planning to more easily link KPIs to business goals.

1. HOW
TO
MAKE
MEASUREMENT
WORK
THINK
SUCCESS
PLANNING

2. “95% of marketers agree that “to truly matter,
marketing KPIs must be tied to business goals.”
FO R R E S T E R

3. BUT THERE’S
A PROBLEM.

4. W H Y D O M A R K E T I N G
C A M PA I G N S FA I L?
Linking marketing metrics to desired business outcomes is not easy.
Why? There are considerable barriers:
of marketers
struggle to
access or
integrate the
data they need.
61% 22%don’t have
the right
tools or
technology.
26%struggle
to get buy-
in from
executives.

5. T H AT ’ S W H Y YO U N E E D A
M A R K E T I N G S U C C E S S P L A N
T H E O N E- PAG E M A R K E T I N G
M E A S U R E M E N T P L A N
T H AT C XO s LOV E .

6. A Success Plan is a one-page
document and planning process
that objectively:
• Maps out exactly how a marketing
project or campaign can be set up
to be meaningfully measured against
business objectives.
• Defines the desired outcomes
of the campaign.
• Establishes the technical and creative
requirements necessary for its success.
• Drives collaboration among internal
stakeholders and between external
partners by delineating who is
accountable for what and how the
contributions of each party benefit
the whole campaign.
HOW DOES A SUCCESS PLAN HELP?
2019

7. 5 KEY
PERFORMANCE
INDICATORS (KPIs)
7 REPORTING
REQUIREMENTS
8 TAGGING
AND TRACKING
REQUIREMENTS
9 CREATIVE
AND UX
REQUIREMENTS
10INTERNAL
AND EXTERNAL
CONSTRAINTS
6 KPI TARGET
VALUES
2 MARKETING/
COMMUNICATION
GOALS
3 STRATEGIES
4 TACTICS
1 YOUR
BUSINESS
OBJECTIVES
S U C C E S S P L A N FAC TO R S

8. 1 YOUR
BUSINESS
OBJECTIVES
BUSINESS
OBJECTIVES
Answer the question
about which business
objectives this effort
will attempt to solve.
Objectives must be
understandable,
manageable, beneficial
and defined with input
from the company’s
executive leadership.

9. 2 MARKETING/
COMMUNICATION
GOALS
MARKETING/
COMMUNICATION
GOALS
Some business
objectives convert into
short-run, highly
measurable goals that
fall within marketing’s
realm of responsibility.
Outline those goals
here.

10. 3 STRATEGIES
STRATEGIES
Define the specific
means by which the
marketing goals will
be fulfilled—that is,
to meet the goal,
the team should
“do x,” or “improve y”
or “reduce z.”

11. 4 TACTICS
TACTICS
This component toplines
how each strategy will be
fulfilled. The Success
Plan is not a replacement
for a marketing or
communications plan.
Therefore, include a
summary of the tactics.

12. 5 KPIs
KPIs
Establish hyperfocused
metrics that help
marketers understand
how they are performing
against each marketing
goal. Bring in the
analysts to determine if
goals and tactics are
aligned with the stated
KPIs or if they need to
be tweaked.

13. 6 KPI TARGET VALUES
KPI TARGET
VALUES
Assign numerical values
that will indicate the
success or failure of
each KPI. Figures should
be based on historical
performance. Include the
reasoning upon which
each target value was
determined
for benchmarking
purposes after the
campaign is over.

14. 7 REPORTING REQUIREMENTS
REPORTING
REQUIREMENTS
Determine the
measurement tools
and reports that
should be used to
monitor and analyze
them. The party
responsible for pulling
each report should be
indicated in the
Success Plan.

15. 8 TAGGING AND
TRACKING
REQUIREMENTS
TAGGING AND
TRACKING
REQUIREMENTS
Tap the digital and
technical teams to
ensure that the
necessary technical
components to report
on the KPIs are in place.

16. 9 CREATIVE AND UX
REQUIREMENTS
CREATIVE AND UX
REQUIREMENTS
Figure out critical
content elements (calls
to action, messaging
points, etc.) that have
come out of the
preceding steps and
clearly communicate
them to the campaign’s
UX and creative teams.

17. 10 INTERNAL
AND EXTERNAL
CONSTRAINTS
What internal and
external forces will
impede your ability to
successfully complete
the items outlined under
the Tactics KPIs,
Reporting and Tagging
factors? Everything you
list here should be
addressed in a separate
Tactical Action Plan
that should be executed
before the campaign is
launched. Until then, it
should be marked as
“unresolved” in the
Success Plan.
INTERNAL
AND EXTERNAL
CONSTRAINTS

18. SO BEFORE YOU PLAN
YOUR NEXT MARKETING
CAMPAIGN,
MAKE SURE
YOU PLAN FOR
SUCCESS.

19. A P P R OAC H TO M E A S U R E M E N T
A N D A N A LY T I C S
S U C C E S S
P L A N N I N G
DATA
A L I G N M E N T
O N G O I N G
R E P O R T I N G A N D
O P T I M I Z AT I O N
Without a Success Plan, data integrity issues are left unaddressed,
and reporting and optimization efforts fall flat.

20. I F YO U C A N R E L AT E TO A N Y
O F T H E S E C H A L L E N G E S . . .
. . .T H I N K S U C C E S S P L A N N I N G .

21. MARKETERS WHO ALIGN
THEIR MARKETING KPIs TO
CORPORATE-LEVEL KPIs WILL
HAVE A STRONGER
IMPACT ON
GROWTH AND
A WIDER
INFLUENCE
ON THEIR
ORGANIZATIONS.