{"id":50108,"date":"2020-07-07T18:01:00","date_gmt":"2022-10-18T18:01:22","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50108"},"modified":"2022-10-23T13:47:14","modified_gmt":"2022-10-23T20:47:14","slug":"infographic-in-marketing-can-we-achieve-what-we-cant-measure","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/infographic-in-marketing-can-we-achieve-what-we-cant-measure\/","title":{"rendered":"Infographic: In Marketing, Can We Achieve What We Can\u2019t Measure?"},"content":{"rendered":"\n<p><i>\u201cWhat gets measured gets managed.\u201d \u2013 Peter Drucker&nbsp;<\/i><\/p>\n\n\n\n<p>We\u2019re pretty sure you\u2019ll have seen it in an HBR article or 20. We had, so we decided to dig around in the <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/6th-state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\" target=\"_blank\" rel=\"noopener\">State of Marketing<\/a> data to have a look at what\u2019s being measured by the almost 7,000 marketing leaders who responded.&nbsp;<\/p>\n\n\n\n<p>We had a feeling we\u2019d find a gap between marketers\u2019 metrics and priorities \u2013 something we could point to as a reason <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/6th-state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\" target=\"_blank\" rel=\"noopener\">only 15% of marketers are satisfied with their performance<\/a>.<\/p>\n\n\n\n<p>We dug around in the data \u2013 it was great, we\u2019re data nerds through and through \u2013 and that \u2018aha\u2019 moment was on the horizon. Then we saw that Peter Drucker never said those words. According to the Drucker Institute, he wouldn\u2019t even agree with how they\u2019re commonly wielded. Gulp.<\/p>\n\n\n\n<p>Reflecting on the use and misuse of the \u2018Drucker quote\u2019, Paul Zak, Director of the Center for Neuroeconomics Studies at Claremont Graduate University and author of The Moral Molecule, wrote: \u201cnot everything that goes into being effective can be captured by some kind of metric\u201d.<\/p>\n\n\n\n<p>So here\u2019s the reason that while ANZ marketers\u2019 top priority is innovation, it&#8217;s not seen in the top 5 metrics.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Still, let\u2019s look at what marketers, globally, want to achieve, and how they\u2019re measuring their progress towards some aspects of success. Metrics in marketing are always evolving and we can all learn more about them from our peers. Let\u2019s look at where marketers are spending their budgets, because tactics too are always evolving.&nbsp;<\/p>\n\n\n\n<p>If you want to, you can draw conclusions from the alignments and gaps between priorities and metrics. We\u2019ll be over here wondering why we keep hearing Peter Drucker said that.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\"> <img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/SoM_ROI_Animated_Infographic.gif?strip=all&#038;quality=95\" alt=\"ANZ Marketing: Priorities, Performance, Metrics and Money\"> <\/a> <sub>Thanks to Danny Buerkli, who published \u2018\u201cWhat gets measured gets managed\u201d \u2014 It\u2019s wrong and Drucker never said it\u2019 on&nbsp;<a href=\"https:\/\/medium.com\/centre-for-public-impact\/what-gets-measured-gets-managed-its-wrong-and-drucker-never-said-it-fe95886d3df6\" target=\"_blank\" rel=\"noopener\">Medium<\/a>, and Paul Zak, who wrote&nbsp;<a href=\"https:\/\/www.drucker.institute\/thedx\/measurement-myopia\/\" target=\"_blank\" rel=\"noopener\">\u2018Measurement Myopia\u2019<\/a>&nbsp;for The Drucker Institute.&nbsp;<\/sub> <a href=\"https:\/\/www.salesforce.com\/au\/form\/pdf\/state-of-marketing\/?d=7010M000002QbewQAC&amp;nc=7010M000002Qbf1QAC\" target=\"_blank\" rel=\"noopener\"> <img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/SOM_Blog_Footer-6.png?strip=all&#038;quality=95\" alt=\"6th Edition State of Marketing cta banner\"> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cWhat gets measured gets managed.\u201d \u2013 Peter Drucker&nbsp; We\u2019re pretty sure you\u2019ll have seen it in an HBR article or 20. We had, so we decided to dig around in the State of&hellip;<\/p>\n","protected":false},"author":1,"featured_media":50110,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"428eb0adcd32459d9dd84d31df1c3a9d","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2516,2462,2492,2455],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-e-books","sf_topic-research","sf_topic-infographics","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Infographic: In Marketing, Can We Achieve What We Can\u2019t Measure? | Salesforce<\/title>\n<meta name=\"description\" content=\"\u201cWhat gets measured gets managed.\u201d \u2013 Peter Drucker&nbsp; We\u2019re pretty sure you\u2019ll have seen it in an HBR article or 20. 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