Marketing measurement health check

Does each key number have one written definition?

Do marketing and sales agree what counts as a lead?

Are targets set against those same definitions?

Is every campaign link tagged the same way?

Do website forms record where each enquiry came from?

Does your CRM keep a lead's original source when it converts?

Do reports start with commercial results, not clicks?

Does the same number match across reports?

Does leadership see a short scorecard regularly?

Does each report end with a decision or action?

Do you test before moving budget?

Do you review what each campaign taught you?