How does your organization measure success for its thought leadership activities?
From what I’ve seen, there’s not one consistent standard. Some organizations use marketing metrics such as views, downloads, marketing qualified leads, and sales qualified leads.
Other organizations track event participation such as podium time at prestige events or target audience participation at those events.
Yet, perhaps the most common response I’ve heard is “Honestly, we haven’t sorted out metrics yet.”
In good financial times, it’s entirely possible to run a thought leadership team without clear KPIs. And that’s especially true, if you have senior leadership support for your work, but the need for clear metrics increases during a recession.
It’s time for a mid-year check-in review and sharpen your metrics. How will you measure success this year in the current economy? And how can you prepare for next year’s budget planning season?
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