Integrated Communications Measurement

January 1st, 2018

Summary

Communications is a foundational element in marketing success, but the communications function has long struggled to prove its impact on business outcomes. The function is complex, typically made up of 15 to 20 subfunctions that often operate in silos with inconsistent or undocumented measurement approaches. Additionally, the communications team sometimes is not well aligned with the annual planning process, resulting in measurement that is disconnected from business priorities. In this report, we look at how to build a set of interlocking dashboards that provide visibility into communications’ functional performance and contribution to business value.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.