For marketers in industries with longer or more complex purchase cycles, demonstrating the value of their efforts can be a constant challenge that often impacts budget approvals. In this episode of the Smarter Marketer Podcast, host James Lawrence welcomes back Fractional CMO Taz Bareham for an insightful discussion on marketing measurement, the struggles many marketers face, and practical ways in-house teams can improve their approach to marketing metrics.Key Takeaways:How to understand and contextualise dataHow to connect marketing to business objectivesWhat leading and lagging indicators are and how to measure themAdvice for marketers on data and analyticsHow to balance brand and performance marketingCommon measurement challenges marketers face and how to tackle themPrioritising and tracking metrics that matterGuest:Taz Bareham is a Fractional CMO with over 20 years of experience across B2B, B2C and SaaS. Previously, she was the Head of Brand & Communications at eBay, and CMO at Ansarada, JobAdder, and Rezdy. In addition to her client-side roles, she has worked in strategy & planning roles at agencies like Clemenger &  M&C Saatchi.Find Us Online:James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/ Smarter Marketer Website: https://www.smartermarketer.com.au/ Rocket Agency Website: https://rocketagency.com.au/ Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/Buy Smarter Marketer:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm About the Podcast:This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

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