HP Software EMEA Partner Blog

How can you measure marketing success?

You’d think this would be an easy question to answer and in ‘theory’ it is … However, does one really know the value marketing brings to the business when there are so many influencing factors? For instance, how do you value perception either of your partners or customers? I think this is difficult. Yes, there are some basic marketing measurements you can apply and conduct regular surveys but in today’s market with the new science of social media, is measurement somewhat out of our hands, and even control? Ok, let’s bring this discussion down a level. Leads, leads and more leads resulting in marketing influenced pipeline (MIP) and marketing influenced revenue (MIR) – that’s my core measurement. Placements, responses, downloads, event attendance, feedback, etc, etc all demonstrate the value that marketing brings however with mainly flat or decreasing marketing budgets, and on the flip side the power of new media where you can do more for less, I really question how we can truly measure marketing’s success. 

Also, in my experience of channel marketing across EMEA, it’s very difficult to get a true picture of what campaigns are implemented, by whom and when. An example, marketing delivers a campaign kit for Applications Quality; HP Inside Sales conducts a call-out, several country marketing teams host events, there’s a white paper download – all very measureable. In parallel the Partner Account Managers work with our partner community and my team communicate to partners monthly to promote the resources available to them, so without putting barriers in place to make the content more restricted, in months to come, how do you accurately keep a track of the marketing messages that are getting out there?  Of course, if any of the collection of Value Path campaign kits are leveraged, this is good, right?  However, the question is on measuring marketing’s success and I would love to know if anyone has really got the formula? 

I hope to see many partners at the local Business Perspectives event this May and  June, I would welcome taking this debate with you!



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About the Author(s)
  • Marketing professional with 4 years of experience in managing different kinds of communication. Passionate about copywriting and translations.
  • This account is for guest bloggers. The blog post will identify the blogger.
  • 12 years experienced Marketing professional specialized in innovative and disruptive technologies such as Cloud, Big Data, Mobility.
  • Over 3 years experience in marketing. Loves computer games and technology.
  • Manuel Rubio is the EMEA lead for HP Autonomy's Sales Business Solution and is a member of the EMEA Autonomy Management team. In this role, he is responsible for unlocking the value of Autonomy for HP account teams and clients, driving Autonomy growth across HP Software by leveraging the reach, expertise and client relationships of HP Software.
  • Mary (@maryrasmussen_) is the worldwide product marketing manager for HP Software Education. She has 20+ years of product marketing, product management, and channel/alliances experience. Mary joined HP in 2010 from an early-stage SaaS company providing hosted messaging and mobility services. Mary has a BS in Computer Science and a MBA in Marketing.
  • WW Sr Product Marketing Manager for HP ITPS VP of Apps & HP Load Runner
  • Marketing professional with 12 years of experience, specialized in channel marketing and social media
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