News & Insights

You know your business needs a marketing strategy to succeed. But the traditional marketing strategy, which focuses on crafting the perfect messaging to convert customers and distributing that message through a few major marketing channels, isn’t going to cut it anymore. Think about what your company really needs to be successful in today’s constantly evolving marketing landscape. Certainly, you still need good messaging and a compelling value proposition that will speak to your target audience. But equally important is understanding where your current and potential customers are, what lifestyle habits and values they have, and how they interact with brands and various media channels.

The wealth of data marketers have access to is rapidly increasing in today’s digital-driven marketing environment. But rather than making it easier to set the key performance indicators (KPIs) that will drive growth and revenue-attainment goals, business leaders are having more trouble developing and achieving the right KPIs, according to an MIT Sloan/Google report. Executives are often torn between different approaches to goal setting. Should KPIs be strategic or tactical? Operational or financial? Broad or focused?