A guide to benchmarking your business and marketing performance against other organisations.
What is benchmarking and what is it for?
Ever get the feeling that you are on your own? That the challenges your organisation faces are unique? That there is nowhere to go to get really decent objective advice about how to improve business or marketing performance?
We all share those feelings. And, as well as the opportunity to network and share experience and expertise available through the Arts Marketing Association (AMA) and other networks which helps to lessen them, here is another idea to help: benchmarking.
Benchmarking is a way of measuring performance in both marketing and business terms against that of other organisations with which yours has something in common (e.g. art form, industry sector, scale, market place).