To measure success, start with the list of MarTech investments & assets and their utilization. This should be aligned with the key business KPIs across the given timelines (Weekly, Monthly, Quarterly, Annually).

Break down these business KPIs across each team and functions to enable them to have clarity on their role in the customer engagement and how they will be measured and rated against each of them.

Create a comprehensive dashboard to track the outcome of each program/intervention. These dashboards can be customized as per each team’s requirement and should be easily accessible with easy-to-understand visualization and reports.

Relate and compare objectives of the initiatives/ program. Some of the common objectives where the usage of technology is highest are content & campaign personalization, gathering insights for decision making

and to resolve customer queries to increase customer satisfaction. For each initiative, it is important to calculate the financial impact made and corresponding ROI that resulted via this initiative. It is important to deploy ‘test and control’ method to measure the lift that the program/ initiative is giving. An ‘attribution model’ can also be built to calculate the ROI. There are other methods of attributing a campaign success based on customer engagement. These will outline the most effective channel, most effective content and most effective engagement based on customer response across the campaign – from first engagement to final conversion – leading to the campaign main objective.

Set-up a Governance Council: To track, measure, finetune and fire fight any obstacle in the way of successful deployment and utilization of the MarTech platform. This council should consist of key stakeholders from IT, Marketing, Sales, Service and HR teams. Their roles and responsibilities include monitoring the progress and finding solutions in case of escalations. One of the best practises includes making of an organization level ‘responsibility and escalation grid’ available with all stakeholders. A governance meeting at regular intervals to drive seamless execution of the initiatives is very important for the success of the program.