Summary
This guide presents a five-part scorecard designed for Chief Marketing Officers (CMOs) to evaluate the effectiveness of their video programs. The scorecard includes metrics such as coverage across functions, brand consistency at scale, turnaround time, cost per video, and measurement of outcomes. Each metric is scored out of five, allowing CMOs to identify areas where their video programs may be lacking. The document emphasizes the importance of a mature video program that serves various functions beyond marketing, ensuring brand consistency, and maintaining quick turnaround times. It also discusses the significance of understanding the cost per video in relation to production volume and the need for effective measurement of outcomes rather than just view counts. The guide concludes with advice on how to improve low-scoring video programs through consolidation and establishing a brand-governed workflow.
