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functional measurement. In today’s challenging economic climate, effectively demonstrating the business impact of the comms function has arguably never been more critical. However, without the same tangible metrics enjoyed by functions like sales and marketing, “tying comms activities back to business value is still a challenge,” as one leader expressed. By sharing strategies from their organisations, our roundtable highlighted solutions to overcome the measurement challenge. We’ve outlined some below to help you approach this essential topic. Why is functional measurement so challenging? The very nature of the comms function makes measurement inherently challenging.
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