{"id":1989,"date":"2022-06-06T11:34:32","date_gmt":"2022-06-06T04:34:32","guid":{"rendered":"https:\/\/stevensondang.com\/?p=1989"},"modified":"2022-06-06T11:34:32","modified_gmt":"2022-06-06T04:34:32","slug":"measurement-builds-respect-and-accountability","status":"publish","type":"post","link":"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/","title":{"rendered":"The Real Reason Marketing Struggles to Earn Respect"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Why_Marketing_Measurement_Matters\" >Why Marketing Measurement Matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#How_to_Build_a_Marketing_Measurement_Mindset\" >How to Build a Marketing Measurement Mindset<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#1_Understand_the_Impact_of_Every_Marketing_Activity\" >1. Understand the Impact of Every Marketing Activity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#2_Forecast_Outcomes_Not_Just_Spend\" >2. Forecast Outcomes, Not Just Spend<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#3_Frame_Budgets_as_Investments\" >3. Frame Budgets as Investments<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Why_Metrics_Must_Evolve\" >Why Metrics Must Evolve<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#The_5_Stages_of_Marketing_Accountability\" >The 5 Stages of Marketing Accountability<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Stage_1_Denial\" >Stage 1: Denial<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Stage_2_Fear\" >Stage 2: Fear<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Stage_3_Confusion\" >Stage 3: Confusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Stage_4_Self-Promotion\" >Stage 4: Self-Promotion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Stage_5_Responsibility\" >Stage 5: Responsibility<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/stevensondang.com\/blog\/measurement-builds-respect-and-accountability\/#Summary_Be_the_Team_That_Drives_Revenue\" >Summary: Be the Team That Drives Revenue<\/a><\/li><\/ul><\/nav><\/div>\n<p data-pm-slice=\"1 1 []\">Many marketers face an uncomfortable truth inside their own organizations: <strong>they\u2019re not seen as serious contributors to revenue.<\/strong> Often, marketing is perceived as a support team\u2014here to design logos, throw parties, or create brochures. But here\u2019s the thing: that perception isn\u2019t just unfair\u2014it\u2019s fixable.<\/p>\n<p>I&#8217;m <strong>Steven Sondang<\/strong>, a <strong>Digital Marketer and Business Strategy Specialist<\/strong> with over <strong>15 years of experience. I\u2019m<\/strong>\u00a0here to walk you through a fundamental shift\u2014<strong>how marketing can earn its rightful place at the revenue table.<\/strong><\/p>\n<p>The path forward is built on a foundation of <strong>marketing measurement<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Marketing_Measurement_Matters\"><\/span>Why Marketing Measurement Matters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s be clear: your CEO doesn\u2019t care how many people opened your latest email. Your CFO isn\u2019t concerned with your organic search rank. What do they care about?<\/p>\n<ul data-spread=\"false\">\n<li><strong>Revenue<\/strong><\/li>\n<li><strong>Profitability<\/strong><\/li>\n<li><strong>Growth forecasts<\/strong><\/li>\n<\/ul>\n<p>That means metrics like impressions, awareness, and engagement must be <strong>tied to pipeline, profit, and performance.<\/strong><\/p>\n<p>Marketers who can make those connections don\u2019t just speak the language of the C-suite\u2014they earn trust and influence.<\/p>\n<blockquote><p><strong>76% of B2B marketers agree:<\/strong> <em>&#8220;Tracking marketing ROI earns marketing more respect.&#8221;<\/em><\/p><\/blockquote>\n<p>Let\u2019s explore how to do it.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Build_a_Marketing_Measurement_Mindset\"><\/span>How to Build a Marketing Measurement Mindset<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Understand_the_Impact_of_Every_Marketing_Activity\"><\/span><strong>1. Understand the Impact of Every Marketing Activity<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you can\u2019t track ROI by channel, campaign, or initiative, you\u2019re guessing. And guesswork is <strong>credibility poison<\/strong>.<\/p>\n<p>Every dollar you spend should be an investment\u2014not a gamble. Know what\u2019s working, what\u2019s not, and why.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Forecast_Outcomes_Not_Just_Spend\"><\/span><strong>2. Forecast Outcomes, Not Just Spend<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Marketing can no longer operate in the rearview mirror. It\u2019s not enough to report what happened. You must also forecast:<\/p>\n<ul data-spread=\"false\">\n<li>How many leads you\u2019ll generate<\/li>\n<li>How many deals will close<\/li>\n<li>What revenue will follow<\/li>\n<\/ul>\n<p>When marketers start talking about <strong>future revenue<\/strong>, the conversation shifts from cost to opportunity.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Frame_Budgets_as_Investments\"><\/span><strong>3. Frame Budgets as Investments<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You can\u2019t secure funding if you don\u2019t justify it. Develop <strong>financial models<\/strong> that show:<\/p>\n<ul data-spread=\"false\">\n<li>Cost per lead or cost per opportunity<\/li>\n<li>Expected revenue by campaign or quarter<\/li>\n<li>Time-to-return on marketing initiatives<\/li>\n<\/ul>\n<p>Executives respect investment planning\u2014not expense reporting.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Metrics_Must_Evolve\"><\/span>Why Metrics Must Evolve<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Modern buyers don\u2019t engage the way they used to. Today, customers do their own research, explore content independently, and avoid sales calls until the very end.<\/p>\n<p>This shift gives marketing more control\u00a0<span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">over the\u00a0<strong>buying journey&#8217;s early stages<\/strong><\/span><strong>.<\/strong><\/p>\n<p>That means marketing must:<\/p>\n<ul data-spread=\"false\">\n<li><strong>Own early-stage engagement<\/strong><\/li>\n<li><strong>Score and nurture leads<\/strong><\/li>\n<li><strong>Connect engagement to revenue outcomes<\/strong><\/li>\n<\/ul>\n<p>And to do that well, marketing must become <strong>accountable<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_5_Stages_of_Marketing_Accountability\"><\/span>The 5 Stages of Marketing Accountability<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marketing teams typically evolve through the following levels:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_1_Denial\"><\/span><strong>Stage 1: Denial<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cMarketing is an art, not a science. It can\u2019t be measured.\u201d<\/em><\/p><\/blockquote>\n<p>This mindset keeps marketing isolated and undervalued. It limits alignment with business goals.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_2_Fear\"><\/span><strong>Stage 2: Fear<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cWhat if my campaigns don\u2019t impact revenue? What if I get exposed?\u201d<\/em><\/p><\/blockquote>\n<p>Accountability is intimidating. But fear of results doesn\u2019t erase reality\u2014it only erodes credibility.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_3_Confusion\"><\/span><strong>Stage 3: Confusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cI know I should measure, but I don\u2019t know how.\u201d<\/em><\/p><\/blockquote>\n<p>Marketers may track cost-per-lead or engagement\u2014but don\u2019t connect them to revenue. This stage needs upskilling and system alignment.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_4_Self-Promotion\"><\/span><strong>Stage 4: Self-Promotion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cLook at all my charts!\u201d<\/em><\/p><\/blockquote>\n<p>Here, marketers measure everything easily, but they miss what matters. Vanity metrics dominate. Revenue stays out of reach.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Stage_5_Responsibility\"><\/span><strong>Stage 5: Responsibility<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<blockquote><p><em>\u201cRevenue starts with marketing.\u201d<\/em><\/p><\/blockquote>\n<p>This is the destination. Marketing becomes a <strong>strategic growth driver<\/strong>, backed by data, empowered by insight, and respected by leadership.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Summary_Be_the_Team_That_Drives_Revenue\"><\/span>Summary: Be the Team That Drives Revenue<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marketing earns a seat at the revenue table when it:<\/p>\n<ul data-spread=\"false\">\n<li>Measures what matters<\/li>\n<li>Forecasts with confidence<\/li>\n<li>Connects activity to outcomes<\/li>\n<li>Embraces accountability<\/li>\n<\/ul>\n<p>Getting to this level takes <strong>discipline, systems, and mindset shifts<\/strong>. But the reward? <strong>Respect, influence, and impact.<\/strong><\/p>\n<p>At the end of the day, if <strong>you can&#8217;t measure it, don&#8217;t claim it<\/strong>. That\u2019s how marketing earns credibility\u2014and keeps it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many marketers face an uncomfortable truth inside their own organizations: they\u2019re not seen as serious&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","meta_keywords":"","rank_math_focus_keyword":"measurement marketing"},"categories":[7],"tags":[29,30,31],"newstopic":[],"class_list":["post-1989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-practical-management","tag-analytics","tag-marketing-management","tag-measurement"],"_links":{"self":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/1989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/comments?post=1989"}],"version-history":[{"count":0,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/posts\/1989\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media\/9604"}],"wp:attachment":[{"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/media?parent=1989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/categories?post=1989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/tags?post=1989"},{"taxonomy":"newstopic","embeddable":true,"href":"https:\/\/stevensondang.com\/blog\/wp-json\/wp\/v2\/newstopic?post=1989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}