How can you prepare for a marketing performance evaluation?

1 Review your objectives

Before your evaluation, review your objectives and key performance indicators (KPIs) that you agreed on with your manager at the beginning of the period. Gather evidence and data that show how you have met or exceeded them, such as reports, metrics, feedback, testimonials, or awards. Highlight your achievements and quantify your impact wherever possible. Also, be honest and acknowledge any challenges or gaps that you faced and how you overcame or addressed them.

2 Reflect on your skills

Another aspect of your evaluation is your skills and competencies as a marketer. Think about the skills that are relevant to your role and level, such as creativity, communication, analysis, strategy, collaboration, or leadership. Evaluate yourself on how well you have demonstrated these skills in your projects and tasks, and provide examples of your best work. Also, consider how you have developed or improved your skills through learning, training, or mentoring. Identify your strengths and areas where you need more support or guidance.

3 Seek feedback

A performance evaluation is not only based on your own perspective, but also on the perspective of others who work with you, such as your peers, clients, or stakeholders. Seek feedback from them on your performance, skills, and behavior, and ask for specific and constructive comments. You can use formal tools, such as surveys or 360-degree feedback, or informal methods, such as conversations or emails. Use the feedback to validate your self-assessment, identify blind spots, and appreciate positive remarks.

5 Prepare questions

A performance evaluation is a two-way conversation, not a one-way presentation. Prepare some questions for your manager that will help you understand their feedback, expectations, and suggestions. For example, you can ask them how they rate your performance, what they appreciate or value about you, what they think you can improve or change, how they can support or coach you, or what opportunities or challenges they foresee for you. Be open and curious, and listen actively and respectfully.

6 Practice and relax

Finally, before your evaluation, practice and relax. Review your notes and rehearse your main points, but do not memorize or script them. Anticipate possible questions or objections from your manager, and prepare your responses. Be confident and positive, but also humble and realistic. Avoid being defensive or aggressive, and focus on facts and solutions. Relax and calm your nerves, and remind yourself of your value and achievements. A performance evaluation is not a test or a judgment, but a chance to grow and improve.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?