Best-in-class (BIC) marketers excel at alignment and accountability: They know to align with the business outcomes that matter to the C-suite, and they know what to accordingly measure. (To learn about the research behind that claim, see results from VEM’s 2015 marketing performance management study or view the summary.)
Just about five years ago, marketing consultant Simon Sinek introduced his concept of “The Golden Circle,” which has three rings:
- Why: This is the core belief of the business. It’s why the business exists.
- How: This is how the business fulfills that core belief.
- What: This is what the company does to fulfill that core belief…
How to Apply the ‘Golden Circle’ to Your Marketing and Performance Measurement
