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Development of a proactive marketing performance assurance system in the IT sector

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Parent Category: 2026

Category: Content №3 2026

Created on 26 June 2026

Last Updated on 26 June 2026

Published on 30 November -0001

Written by A. Mazaraki, M. Boiko, M. Bosovska, M. Lisnyi, V. Novak

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Authors:

A. Mazaraki, orcid.org/0000-0003-1817-0510, State University of Trade and Economics, Kyiv, Ukraine

M. Boiko, orcid.org/0000-0003-0249-1432, State University of Trade and Economics, Kyiv, Ukraine

M. Bosovska, orcid.org/0000-0002-6021-5228, State University of Trade and Economics, Kyiv, Ukraine

M. Lisnyi*, orcid.org/0009-0001-8412-1269, State University of Trade and Economics, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

V. Novak, orcid.org/0009-0006-0951-1415, IT-company NDA, Kyiv, Ukraine

* Corresponding author e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

повний текст / full article

Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu. 2026, (3): 213 - 224

https://doi.org/10.33271/nvngu/2026-3/213

Abstract:

Purpose. To develop and substantiate a conceptual approach to the development of a performance assurance system for proactive marketing in the IT sector and to formulate a methodological framework for its measurement based on the integration of leading and lagging indicators.

Methodology. The research is based on a synthesis of dynamic capabilities theory and complexity economics, which allows for treating the marketing system as a complex adaptive system. Conceptual modeling methods were applied to construct a three-dimensional measurement architecture. Empirical verification of hypotheses was conducted using case study methods, comparative, and correlation analysis based on data from global technology companies (Hubspot, Ajax Systems, Softserve) for the period 2023–2025.

Findings. The limitations of the exclusive use of traditional KPIs for evaluating the effectiveness of proactive marketing strategies are substantiated. A comprehensive model is proposed that integrates dual pairs of indicators: SPCR–FARA (market foresight), NRPR–CLV (market shaping), and RDR–ROMI (business resilience). A matrix of diagnostic patterns (“innovator’s trap”, “inertial growth”, “fragile efficiency”, “balanced development”) has been developed to identify structural imbalances within the marketing efficiency system. The correlation between the growth of leading indicators (pipeline safety margin, share of new products, staff loyalty level) and the future financial performance of companies is empirically confirmed.

Originality. For the first time, the concept of performance system development is substantiated as a process of strategic design and evolution, as opposed to retrospective controlling. A measurement architecture built on the principle of temporal dualism of indicators is proposed, enabling the management of an IT company’s future market value.

Practical value. The developed toolkit allows IT company management to reduce strategic uncertainty by improving forecasting accuracy, substantiate investments in innovation, and ensure the resilience of business models amidst the turbulence of the digital economy.

Keywords: proactive marketing, IT sector, digital economy, marketing efficacy, development, business resilience

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