Measuring Executive Engagement: Taking a Strategic Approach
It can be a challenge to measure how deep a business relationship is. That’s why ITSMA developed the Measuring Executive Engagement Tool.
This article was shared before we integrated Momentum ITSMA into one single company, bringing all of our capabilities together. Learn more.
Can you prove that it leads to sustainable growth?
An orchestrated executive engagement program enables companies to develop and build trusted relationships with senior business leaders in the organizations that matter most to their growth. A successful plan to strengthen executive engagement includes strategic objectives, an ongoing approach, and agreed-upon success metrics.
However, it can be a challenge to quantify trust or measure how deep a business relationship is. That’s why ITSMA developed the Measuring Executive Engagement Tool.
Building on ITSMA’s Executive Engagement Framework, the Measuring Executive Engagement Tool offers templates for building an executive engagement plan and a dashboard to measure executive engagement. It shows marketers how to track, evaluate, and improve their executive engagement activities across the three Rs: Reputation, Relationships, and Revenue.
While many organizations use internal or external KPIs to measure success in driving revenue and building a brand’s reputation (e.g., thought leadership engagement, net promoter score), relationship strength has historically been more difficult to quantify.
For this tool, ITSMA worked with members and clients to develop a model to objectively assess executive relationship strength across five stages, from aware to champion, with examples for key performance indicators (KPIs) in each stage.
An effective executive engagement program deepens mutual understanding, advances business collaboration, and creates tangible business value for both organizations. The most successful c-suite marketing efforts are not just orchestrated across the organization but are measured so marketers can adapt, adjust, and quickly respond to new opportunities and stay ahead of the competition.
Want to learn more about Executive Engagement? ITSMA can help you design and develop an effective executive engagement program with a structured, sustainable approach across your organization.