Measuring milestones: Performance marketing has become a fundamental element of organisational strategy

Karam Malhotra, Partner and Global Vice-President, SHAREit Group

Now more than ever, organizations are bound by comprehensive strategies, with a culmination of actions instrumental to achieving long-term objectives. Irrespective of sector, organizational strategies clearly define one’s business priorities, providing a roadmap that encompasses the activities and personnel required to move the company forward and translate ambition to reality. However, this is by no means a foregone conclusion. The new normal is a challenging climate to navigate, accompanied by an unprecedented degree of uncertainty. For every company pursuing organizational strategies, measuring milestones is imperative – and a particular form of marketing has emerged as a viable option for substantiating and driving success.