Do Your Metrics Reflect Your Market Strategy?

Crosby, Lawrence A.; Johnson, Sheree L.
September 2003
Marketing Management;Sep/Oct2003, Vol. 12 Issue 5, p10
Most organizations focus on profitability and efficiency control when they evaluate and control their market activities. While these are certainly critical performance measures, keeping an eye on the effectiveness of market strategy should be the objective in defining an organization's metrics. Levels of cascading and integrated measures should then help to ensure that everyone and everything in the business is working in alignment with strategies. However, profit, revenue, cost, and market share goals often fail to effectively capture the full intent of many of today's critical strategies such as customer loyalty, community responsibility, partnering with others, being the preferred provider, or innovation. Whirlpool Corp. is an industry leader with 2002 sales of $11 billion. Whirlpool's growth strategy focuses on winning the hearts and minds of customers. The corporate office of customer loyalty, headed by Donna Samulowitz, was established to define, design, and implement a new global customer loyalty measurement system and management process. As the third largest U.S. public utility serving the greater Phoenix area, Salt River Project has integrated corporate citizenship into its core business strategy.


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