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Measuring Your
Results
Defining the indicators by which you will measure results is one of the key tasks in building a successful marketing plan. At the most basic level, how will you know whether you got your money's worth out of a particular campaign if you don't establish indicators that will answer that question?

The indicators that are right for you may be quite different from those that are right for other businesses, but some of the typical things you might want to measure include:

  • Absolute number of leads generated by each component of your marketing mix
  • Percentage of generated leads that were converted to sales (see graph below for an example)
  • Percent change from prior period

And much more.  Your marketing consultant should be prepared to help you define the indicators that are right for you, as well as tracking mechanisms that feed your budget process with the information you need to make the right decisions.
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