Growing competition and increasing internal pressure often push Marketing teams to focus on short-term gains and incremental performance improvements above all else. However, best-in-class Marketing teams know that long-term success is dependent on periodically assessing lead generation campaign performance holistically to intentionally evolve campaign strategy and measure effectiveness.

There are 4 core steps you must take to holistically evaluate lead generation campaigns:

1. Analyze Media & Messaging
   Understand media, cross-media, and messaging performance over time as well as changes in the media mix.
    
2. Review Marketing & Sales Funnel
   Evaluate funnel performance and conversion rates by stage and audience segment.
    
3. Examine Segmentation Strategy
   Review segmentation and compare current profiles to established profiles.
    
4. Check Brand Health
   Assess Share of Voice, brand reputation and recall, and upper-funnel investment.

Download the framework for a detailed look at these 4 steps to combat performance decline and strategy drift.

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