Marketing budgets are under the microscope like never before, yet only 39% of marketers can show they’re delivering real business impact.

In the latest CIM webinar, fellow Chartered Marketer Gavin Llewellyn tackled this head-on, sharing practical ways to measure what truly matters.

Key Takeaways:

• Define Success Clearly: Marketing effectiveness isn’t one-size-fits-all. Sales, brand growth, efficiency – different stakeholders see success differently. Agreeing on what matters is the first step.
• Move Beyond Vanity Metrics: Clicks and likes are nice, but it’s profit, revenue growth, and customer lifetime value that prove impact. Focus on metrics that matter, not just what’s easy to track.
• Connect the Dots: Use triangulation – combine attribution, incrementality, and marketing mix modelling – to get a truer picture of performance across channels.
• Balance Short & Long Term: Don’t sacrifice long-term brand growth for short-term wins. Strong brands convert better and make all campaigns perform more efficiently.
• Practical Frameworks: Tools like See-Think-Do-Care and structured dashboards help map activity to outcomes, simplify reporting, and tell a clear story to senior stakeholders.
• Communicate with Confidence: Start with the answer, back it with evidence, and make sure reports drive decisions – not just fill dashboards.

Gavin’s advice? Measurement is about building confidence, telling the story, and proving marketing as the growth engine it should be.

Missed it? The webinar recording will be available on the CIM content hub for on-demand viewing.