UNIT VIII SCHOLARLY ACTIVITY IT TODAY2Unit VIII Scholarly Activity IT Today4.0 Marketing MetricsA company cannot just blindly determine their marketing strategy. The marketing plan implementation must be effective. Controls and a way to measure the success or failure of a marketing plan must be in place, the measure used is the marketing metric. “Marketing metrics is the set of measures that help them quantify, compare, and interpret their marketing performance” (Kotler & Keller 2012 p. 114). Although there are many different metrics that can be utilized, it is important that the metric used not be over complicated, and of course it must be relevant. There are also external and internal metrics to consider as both can affect whether or not the marketing plan is meeting the mark. This paper will focus on five metrics; sales metrics, customer readiness to buy metrics, customer metrics, distribution metrics, and communication metrics. A sub-topic within these metrics will be discussed further in this paper. 4.0.1 Sales Metrics: Sales GrowthSales metrics are gleaned from the company’s sales data. By analyzing past and current sales data, IT Today can ascertain how effective its marketing plan and sales strategies are. IT Today plans to focus its efforts and analysis on the sales growth metric. The sales growth metric shows how quickly the company’s sales are either increasing or decreasing. By using multiple time periods to monitor this metric, IT Today will be able to obtain a good indicator of actual sales growth or the lack there of and will also be able to normalize the values properly.