Success Management

Success management is not the same as BI and Analytics. It’s not dashboards, reports and metrics. What most people think about, is reporting on the performance of activities and/or processes. But those that have gone a step further, formulated propper KPI’s, that do not only allow them to measure performance, but also allow them to impact the outcome. They are in the driver’s seat. But all of that is still looking at performance (and for some being able to impact that performance).

Success management is about evaluating how each loop in the Chaploop™, from hypothesis to execution, contributes in creating business value. And then gaining new insights to take the next loop. A continous cycle of business value generating innovation through marketing- and sales technology, embedded within the organization.

E.g. You’ve grown from traditional marketing to modern marketing. You’ve invested time, money, resources and more to implement marketing automation and your organization is now talking about MQL’s, and you can even steer and impact the number of MQL’s. But did this entire journey create business value? How should you evaluate this? That’s what success management is all about.

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BI & Analytics

You once had a hypothesis for which you implemented your (new) marketing technologies. And you’ve now leveraged those technologies. But you want to know how it performs. Is it working? You need to define the metrics to track performance. But even more important you want to be able to adjust course. You want to be in the driver’s seat to impact the outcome. Defining the different levels of metrics is key.

Furthermore you can also take the next step in the Chaploop™, called Success Management, to evaluate your hypotheses and evaluate their contribution in business value creation.

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Integrations

Like for campaigns, your staff, and your data,…. your marketing technology will drive so much more business value, when you can leverage integrations. E.g. your marketing automation platform and your CRM could be considered the left and right heart chamber of your commercial business. Together they create synergy to supercharge your business.

Another example could be how you can leverage the data, on how customers engage with your videos from your video marketing platform, in your marketing automation platform to determine interest. This interest profile could then be made available to the account manager in CRM to make sure he/she is having the right discussions at the next customer meeting.

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Data

Garbage in is garbage out. Hopefully you’ll have heard that quote many times before. It’s a bit of an open door, but you’ll be surprised how many companies have not budgetted for data within their implementation and/or migration of marketing technology. You’ve significantly invested in marketing technology, but data is essential for generating business value. Like leveraging your staff, you should also leverage your data to drive business value.

What’s the cost of bad data? E.g. poor campaign results, poor reporting, and/or not adhering to data regulations. Ensure your processes prevent bad data from the start. And think about the possibilities of consistently increasing and enriching your database to drive business value.

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