How do you define marketing success? 
Many manufacturing organizations are sales-centric. They may not even support a marketing department beyond a content team. Consequently, they don't measure marketing success. 
But if you've taken things a step further, you've probably discovered how convoluted a measurement system can be.
In today's episode, I, Joe Sullivan, share my thoughts about how to straighten out your marketing success measurement system. 
I dive into topics such as:
Defining your terms
Which KPIs matter most
The danger of growing near-sighted with your marketing

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