It would be nice if the universe gave us some magical power to know exactly how effective our marketing efforts are across channels, but no matter how exhaustive your reporting and how many tools you use to measure results, coming up with a holistic picture that makes a clear link between bottom-line revenue and everything your marketing team works on always remains tantalizingly close but out of reach. And simply looking at your team’s productivity in terms of volume of work produced might be useful if you were striving to meet an hourly quota in a widget factory, but it’s not a particularly insightful measure of productivity to apply to a skilled team of marketing professionals.
More qualitative metrics to evaluate productivity do exist, however, and you should be looking at them when you’re assessing your team’s performance. Here are four metrics you can use to measure your marketing team’s productivity:
Who helps the team?
The term “glue guy” is used in the NBA to describe those absolutely vital role players who hold teams together with their play and who are able to step up to fill gaps as needed. Who is your team’s glue guy? Find out who in your department has a reputation for always being there for others and jumping into the breach to help other teams out. These people are the glue that keeps teams (and organizations) together.
Deadlines met or missed
Keep a tally of every time a deadline is missed. If your team (or someone on it) is consistently late, there might be some hidden issues hindering productivity or you might not have your processes and workflows set up to support success.
Keep track of how many ideas you implement from each employee. Are your team members actively engaged in improving your systems and output? These are the employees you’ll want to keep your eye on for more responsibility.
Who on your team is learning new approaches and technologies that will benefit everyone? Team members who show an eagerness to grow are ones to nurture closely.
How to implement productivity tracking in three steps:
Decide what you’re going to track
Depending on your team’s roles, goals, and set up, you might place more emphasis on certain metrics over other ones. For example, you might be the kind of leader who doesn’t care how much time employees spend in their seats as long as their deliverables arrive when they’re supposed to. Make sure you have dashboards set up to collect the relevant information. This part could be delegated, but it has to get done.
Decide what intervals you’re going to review the data
Collecting the data is meaningless unless you actually take the time to review it. Penciling in a quarterly review gives you enough time to collect a meaningful volume of data.
Schedule time to review and respond to the data.
If you dig into the data quarterly, you should schedule a few hours to review it and make time to coach or congratulate employees based on what you see.
Measuring your marketing team can be a little difficult, but if you take the time to set up a system, you’ll have the data you need to make important resourcing (both human and financial) decisions down the road.