Is measuring your corporate communications efforts a chin-scratcher? Never fear: a brave new world is here.

Corporate Communications Measurement, Then and Now

I’ve had my fingers in the marketing pie for over 20 years. And what a different world it is today.  15 years ago, we would return from a trade show with business cards. Which, by the way, we collected in a glass bowl from people motivated to win a gift certificate or similar.  Yea! we collected 150 leads…  and once we were back in the office, we inevitably revisited the discussion about the value of these programs.

What a difference a little time makes. Today, we measure the revenue impact on these programs – and our sales counterparts are a partner who actually agree with the analysis of revenue impact. Yes, these efforts are measurable!

But many Corporate Communications teams look more 2000, than 2015. Is your organization part of the growing trend of quantifying the traditionally qualitative? If not, read on…

We’re Making Measurement Smarter

So, what’s different now? Well, there are three main things upleveling corp comm into a more measured disicpline:
  1. Embracing an evolution from considering journalist/analysts as the primary influencer to a world of many influencers across multiple channels (editorial, blog, social, etc.).  Including our own employees..
  2. Moving from Events to Outcomes.
  3. Taking on the broader broader charter of corporate brand, not just corporate communications.  (And I’m not talking about the dreaded ‘brand police’…)
Now, some folks are already talking about the functional nature of these changes.  But I will focus on something a bit nerdier: I want to talk about technology, and specifically about the ‘data science’ that’s driving the new quantified corp comm function.  This evolution could not have happened outside of a technology enabled world.
Over the coming weeks, I’ll write a blog post on each of the 3 points above, but from a perspective of how technology has enabled our organizations to uplevel our charters and move to a new, greater and quantifiable contribution within our organization.
(Of course, for you career minded folks, you can replace “contribution” with “personal recognition and reward”…)