The Grasp Mission & Measurement Guide
A guide for mission-driven marketing teams who want clarity, alignment, and proof of purpose.
How to use this guide:
Look for misalignment instead of consensus. That's where the truth lives.- Imperfect data is better than no data. Stop waiting for dashboards to be "done."
- Impact has three lenses. Always check: brand, activism, bottom line.
- Better questions beat more data. Clarity comes from asking sharper questions.
- Turn answers into next steps. Progress requires action.
How to Align Your Stakeholders
Choosing a direction is easy. Getting your team walking in the same direction is the hard part. Our impact frameworks always start with a survey. It’s a great way to build buy in early, and get a true sense on where things are foggy.
Who should I include?
Everyone. Honestly. Anyone who touches marketing. More is better. Senior level down to entry.
Our Favorite Questions to Ask Your Team
These 10 questions can spark valuable conversations inside your team to get you started.
- How often do we tag our content with a clear objective?
- What activism-driven content that we’ve created has had the most impact in the last 12 months?
- What made it have the most impact?
- How do we define “success” for our content?
- Do we share a common definition of what “successful content” means across teams?
- What type of influence does our activism have on our other content? (Positive, Negative, Neutral, No idea)
- What are our primary KPIs? Which of our KPIs reflect brand strength, which reflect activism outcomes, and which reflect revenue growth?
- How confident are we in proving that purpose-driven content contributes to business results?
- What data sources do we rely on most today — and which ones do we under-utilize?
- When was the last time we made a decision based on imperfect data?
- Where do leadership and front-line teams most disagree on regarding marketing’s impact?
- If we could only prove impact in one area this quarter (brand, activism, or bottom line), which would we choose — and why?
Ready to turn questions into action?
Listen to this
Podcast episodes to reframe your thinking
Your Undivided Attention
Sharp thinking about digital influence, ethics, and impact.
The New Metrics of Corporate Performance
Bridges activism, impact, and the bottom line.
The Data Story Podcast
Practical discussions on turning messy data into insights.
Coming soon: Measured Impact
A new PODCAST series exploring how purpose and performance intersect.
Required Reading
Articles from folks in your mission-driven community
Warc’s “Brands with Purpose” reports
Sharp thinking about digital influence, ethics, and impact.
Measure What Matters
The classic on comms/PR measurement, with an eye on purpose.
Net Positive
On how businesses can thrive by serving society.
Tech(ish) we live by
Tools and resources we can’t live without
Typeform
Our surveys feel more polished than Google forms ever can. And the results are gathered in a more presentable format.
Link Central
For easy creation of objective tagging for your content.
Post-Its
Workshops are best run technology free. Grab your team, and a few packs of big Post Its and start putting the results to paper.
These resources and questions can spark valuable conversations inside your team. But asking better questions is just the first step. Turning the answers into clarity, alignment, and measurable outcomes is where the Grasp Insights Framework comes in.