CMO's 90-Day Guide to Better Analytics

This guide outlines a structured approach for Chief Marketing Officers (CMOs) to enhance their analytics capabilities over a 90-day period. It emphasizes the importance of understanding the current state of marketing analytics, including lead tracking, pipeline management, and return on marketing investment (ROMI). The document provides a checklist for assessing existing capabilities and identifies key performance indicators (KPIs) that should be monitored. The guide is divided into three categories based on the number of capabilities checked: 'At-Risk', 'Average', and 'Best Practice'. Each category includes a detailed project timeline and checklist that spans 12 weeks, guiding CMOs through essential tasks such as verifying ideal customer profiles (ICPs), implementing customer relationship management (CRM) systems, and establishing data review processes. The document aims to facilitate improvements in marketing performance by ensuring that marketing teams can effectively measure and report on their impact.