1 Embrace Benchmarking to Discover How Your Marketing Stacks Up By Latané Conant2 Marketing encompasses so many functions that it can be difficult for marketing leaders like us to get an accurate picture of how we’re doing. Are we crushing it? Or are we falling behind? Since marketing is multifaceted, it can be hard to gauge success — unless we’re deliberate about objectively evaluating our performance. One way to do that is with sober, data-driven benchmarking exercises to level-set our understanding of how we’re doing in different areas. Benchmarking is not the same as overall measurement. It allows you to zoom out and see how you compare to the overall industry. Measurement, on the other hand, looks only at your own performance compared to past performance and current or futur

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