The purpose of the article is to reveal the essence and value of measuring productivity in a system of effectiveness and a methodology of enterprise activity evaluation on basis of the integrated total productivity of production factors of competitive agrarian products. Research methods. In the research process the following methods were used: the system approach for determining an essence of performance subsystems; the comparison and harmonization for rapid analysis of enterprises; the statistical method for determining productivity share; the grouping for identifying the interdependence of productivity and competitiveness factors. Research results. Essence of measuring productivity of subsystems of efficiency and competitiveness in their integral measurement was revealed, and a method of express analysis and estimation of enterprise productivity was proposed. Influence of external, internal, and natural factors on the production effectiveness on an example of agrarian enterprises was substantiated. Elements of scientific novelty. Scientific novelty of the research lies in a system-conceptual integral approach to the formation of components and factors for measurement of productivity in a system of performance indicators and the disclosure of an essence of the assessment of aggregate productivity and competitiveness on an example of specific agrarian enterprises. Practical significance. Essence of components of the integral measurement of productivity in an effectiveness system was substantiated and on basis of statistical data a method of estimation of factors and sequence of determination of aggregate productivity was proposed. Tabl.: 3. Figs.: 1. Refs.: 18