For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	November 13, 2008 Getting Started With Marketing Dashboards Protecting Marketing Budgets In An Economic Downturn by Cindy Commander with Jaap Favier, Suresh Vittal, Erik Hood	Average: 10  (3 ratings)

This is an excerpt

Executive Summary

As budgets tighten in tough economic climates, marketing is often the first place the CEO and CFO look. Why? Because marketers have traditionally been slow to prove the value of their marketing investments and provide data and measurement to support their budgets. To avoid that going forward, marketers need to refocus on marketing measurement and start planning a dashboard that will help them show the value of marketing and use their budgets more efficiently. To get started with their dashboards, marketing leaders need to get past the excuses of the wrong skill set, poor data, or lack of IT support by focusing on putting in place the necessary people, processes, and technologies for effective measurement.

TABLE OF CONTENTS

• Marketers Need Dashboards
• Getting Started Requires Looking Beyond Just The End Product

RECOMMENDATIONS

• Start Slow — But Get Started
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.