How to Measure Marketing Performance with Grant Johnson

With more technology, more data, and more processes than ever before, CMOs and heads of marketing are constantly defending decisions and trying to prove the value of marketing. Today’s guest Grant Johnson noticed this and created the Marketing Performance Index for CMOs, a methodology to assess and benchmark marketing performance. He explains how using these key performance metrics can create a more objective ground, fostering more productive, less defensive conversations. This week, episode 44 of the FiredUp! podcast is about how to measure marketing performance!

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In this episode of the FiredUp! podcast, Grant Johnson shares the 3 core components of the Marketing Performance Index: market presence, brand strength, and pipeline health, and actionable steps you can take right now to use these metrics to measure your marketing’s holistic impact. 

Grant Johnson is a CMO, mentor, and growth advisor with a proven track record of accelerating revenues and scaling businesses, from tens of millions to over a billion dollars. He has helped build high-performance teams and transform global companies, from early-stage to multi-billion dollar enterprises, including: Billtrust, Emburse, FileNet, IBM, Kofax, Pegasystems, and Symantec. As a key member of executive teams, he has helped drive growth, acquisitions and integration, fostering liquidity events valued at more than $10 billion. 

Morgan and Grant discuss:

• Breaking down metrics to measure market presence, brand strength, and pipeline health. 
• Common mistakes startups make when it comes to measuring marketing’s performance.  
• Startup marketers should set realistic, yet ambitious goals, get buy-in from key stakeholders, and communicate regularly about performance. 

CONNECT WITH GRANT JOHNSON:

CMO Mentor

The Marketing Performance Index

LinkedIn

CONNECT WITH FIREBRAND:

Facebook

LinkedIn

X (Formerly Twitter)

Work with Firebrand

The Startup Marketer Outook Report

LINKS MENTIONED:

Crossing the Chasm by Geoffrey Moore

Ex

Chapters

• 0:00 How to measure marketing performance with Grant Johnson.
• 7:27 The three core components of marketing performance: market presence, brand strength, and pipeline health.
• 13:41 Measuring marketing and sales performance using various metrics.
• 19:23 The importance of measuring marketing ROI and using it to inform future campaigns.
• 23:36 Metrics to measure marketing performance and drive business growth.
• 26:51 Early-stage companies should focus on getting basic metrics in place while established businesses can refine their metrics to address specific areas of improvement.
• 34:32 What to do when you’re overperforming in some areas and how to keep that momentum going.
• 35:22 Fired Up Five Segment