Benchmarking marketing activity
This article introduces a series of articles on benchmarking marketing activity. Read more.
As businesses come under greater pressure from market disruption, new technologies, new competition and higher customer expectations, the onus is on marketers to deliver ever more effective and efficient marketing.
But how do you know how your marketing stacks up? Is it as efficient and effective as your competitors, or more so, or less? In other areas of business, companies have long used benchmarking to measure their relative performance, yet marketers have been slow to adopt it. Now, faced with budget cuts...