Going beyond the easy answers

But measurement is more than just tracking numbers – it’s about uncovering insights and using them to make smarter decisions. The paper Making effectiveness work takes an honest, learning-focused look at measurement, enabling us to be straightforward with our stakeholders and build trust in the work. Seeing effectiveness principles laid out so clearly, yet thoughtfully, pushes me, and hopefully you to ask better questions, explore new methods, and triangulate with existing knowledge.

Building a culture of effectiveness

To me – running an effectiveness team means going beyond the easy answers and instead finding the right ones. It’s crucial to take the time to check that our findings align with reality, not just what’s convenient. At the same time, we can’t forget the people behind the data. Building a culture of effectiveness means fostering open communication, collaboration, and a mindset of continuous learning. It’s not just about chasing metrics – it’s about making sure the whole team is working together to drive real, lasting results.

Sharing successes and best practices through papers like this, is a perfect example of how to make effectiveness work. Having set up a marketing effectiveness team from scratch, I can honestly say that if I’d had this on hand from the start, it would have made my role much easier!

Nadya Ochirova is Marketing Effectiveness Director at Sage.

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