Gain a Comprehensive View of Marketing Performance
June 27, 2022 | Written by Kolby Tallentire
Marketing leaders have one of the hardest positions in an organization. Why? The marketing discipline requires a diverse set of strategies across demand gen, product marketing, brand, and more, all of which are supported by an ever-evolving tech stack. With so many moving parts, it can feel almost impossible for marketing leaders to gain a comprehensive view of marketing performance.
The biggest contributing factor to this challenge is siloed technology. In today’s world, marketing leaders are forced to use a collection of martech dashboards to gain the level of insight needed to make strategic decisions. To compound the issue, the analytical capabilities offered through traditional martech solutions leave much to be desired. These disjointed reporting methods do not demonstrate progress toward high level marketing objectives nor do they show true business impact.
Enter MetaCX.
MetaCX has built the Business Value Network, a first-of-a-kind network where companies are able to manage the expected value from their business relationships. By joining the Business Value Network, marketing teams can establish persistent digital connections with their entire ecosystem of martech vendors to align on shared initiatives and monitor progress toward desired outcomes.
The network offers a private, secure space to instrument any marketing application, system, or digital endpoint (such as the platforms you use to manage ABM, email marketing, SEO, marketing operations, and more). MetaCX transforms this data into a real-time, comprehensive view of how each vendor is tracking toward the delivery of value. Unlike traditional analytics tools, metrics are tied directly to key initiatives and expected outcomes in order to show real impact. As a result, marketing leaders gain insight into which vendors are proving ROI all in one place.
To ensure accountability, this information can be shared directly with vendors through MetaCX bridges—co-owned, digital spaces where two or more organizations are able to come together to define desired outcomes, create action plans, monitor performance metrics, and share assets.
It’s important to note that bridges can be created to manage individual vendor relationships or to bring multiple vendors together to collaborate on a single initiative. After all, large-scale marketing campaigns often require working collaboratively with multiple vendors to capitalize on the value each vendor brings to the table.
Within a bridge, marketing teams are able to specify how they expect each vendor to contribute and can ensure continuous alignment on shared goals and objectives. By tying numerous vendors to an initiative, marketing teams are able to visualize the impact each vendor has on an initiative’s success as well as understand the cumulative effect of an entire vendor network.
In the coming years, the demand for accountability and sophistication in marketing will only continue to grow. Progress requires a comprehensive understanding of performance across all marketing strategies and tactics. MetaCX can help lead the way.
