Last week in a client meeting I was asked a string of marketing questions that I have been asked many times before.
“Is that a good open rate, a good click-through rate?”
“How much do others spend on digital advertising?”
“How are we doing compared to your other clients?”
What’s behind these questions are deeper issues—questions that everyone who works in a mission-driven organization wrestles with from time to time—“Are our results sweet or just so-so?” “Are we doing a good job?” Or more formally, how do we benchmark our marketing performance?