Leadership Rock: Define core marketing metrics

What are Marketing Rocks?

If you’re running on EOS^® (Entrepreneurial Operating System) you know how to use Rocks for your Quarterly meetings. We’re big fans of EOS^® and are frequently asked for ideas on what marketing Rocks would look like.

This Rock is ready for you to copy, paste, and adjust as needed.

We hope this saves you time and keeps you focused on your marketing foundations.

Marketing Leadership Rock: Define core marketing metrics

We’re not talking about KPIs here. We’re talking about creating core metrics so you can be more efficient in what is reported and measured and tracked within marketing. Avoid wasting time measuring and reporting on too many unnecessary marketing metrics.

For this Rock, take the time to be strategic about what you spend time measuring and analyzing as a marketing team. Of course, you’ll have some micro-measurements, but when you are in meetings and making decisions, what core metrics does your marketing team look at? Are the numbers providing enough information to make strategic decisions?

Feel free to cut, paste, adjust, and use for your next Quarterly Rocks:

Rock: Define core marketing metrics

V – Vision: Look at your vision statement and your KPIs. Your core metrics should impact your KPIs which impact progress to your vision.

S – Specific: Choose your top 3-5 core metrics to report on regularly within the marketing team.

M – Measurable: Core metrics, by definition, are measurable already. Figure out HOW you’re going to get the measurement and how often it will be updated.

A – Attainable: Defining your core metrics only works if your entire team (and possibly some leadership) agree on what’s important. Without consensus you’ll quickly go from 3 metrics to 15+. This is data bloat. You don’t want that, or you’ll spend all of your time reporting instead of executing.

R – Realistic: Start with data you can already track. If you can’t, for example, track your leads through to conversion then add that to your wish list.

T – Timely: Getting a group of people on the same page is harder than you might think. Make sure the key stakeholders are available this quarter and have the mental bandwidth to understand and agree on your core metrics.