Marketing Performance Measurement For Emerging Companies

August 24th, 2020

Barbie Mattie

Matt Papertsian

Summary

Connecting marketing’s performance to the company’s plans for growth starts with identifying what needs to be measured and how measurement will be executed. Unfortunately, emerging companies are not always equipped with the tools and data they need to properly measure marketing effectiveness. The required abilities, technology, and focus vary depending on the company’s growth stage (early, growth, or preparing for exit). In this report, we describe the Marketing Performance Measurement Model For Emerging Companies for effective performance measurement at emerging companies in all growth stages.

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