Define clear objectives and determine measures of success.

This second step leads to both quantitative and qualitative measurements of effectiveness.

To achieve sound measurements, one must begin with clear and actionable objectives. It is important to identify and define the dimensions of each objective, determine the measures which will be used to gauge outcomes related to each objective, and identify the desired level of performance and the desired time frame associated with each objective.

Some practical examples of clear and actionable objectives include growing select segments by a desired amount, increasing qualification rates over time, improving conversion rates throughout the duration of a campaign, and realizing sales efficiencies by supplementing lead generation activities with complementary touch points, such as telequalification or micro sites.

The learnings gained in this phase should also prove highly valuable in the long term, because they may be applied against future efforts to build customer loyalty and sustain optimal growth on an ongoing basis.