When speaking about marketing performance it means how marketing works as a process in our company.
As we already described the marketing KPIs, its own perspective of activities often evaluates marketing. On other hand, business user cares about hard financial data. Fair marketing evaluation should include both hard financial KPIs and also soft marketing data.
There is a specific situation for web marketing; companies that use web marketing activities need to track specific data of their client relationships. These activities are for example downloads, video views, visits etc. These data are also important to track, especially to track trends as these data serve as early indicators of upcoming changes in sales.
CRM systems can help in marketing evaluation by providing data and reporting capability over campaigns and sales and also optionally providing data of web activities.