This episode of Measurement Mashup challenges the perception that “controlling” is about micromanagement. Guest Dr. Reimer Stobbe explains how Communication Controlling is actually a structured, iterative management process for setting goals, steering communication activities, and measuring their outcomes. Originating in Germany, the term has helped bridge the gap between communicators and controllers, creating a shared understanding through KPIs, data interpretation, and strategy alignment.

Continuing the discussion, the episode explores real-life examples where data and feedback loops have improved communication outcomes—while also touching on cultural and organizational hurdles. Measurement is shown not as a one-time task but as a continuous learning cycle that helps communicators optimize, adapt, and demonstrate strategic impact. The hosts also discuss how to pitch measurement to top management, where to start within your company, and what support is available through industry networks.