Revenue performance has become standard for B2B marketers with more than 3/4 of global B2B marketing decision makers measuring marketing’s impact on pipeline & revenue. But as recently as a decade ago, the idea was radical. Marketing leaders adopted the practice, requiring cultural change, re-engineering of the marketing & sales process, & deep investment in marketing automation. We’ve seen the results; revenue marketers contribute nearly 30% more than other B2B marketers.
But, there’s been an unintended consequence. In many firms, marketing is now seen as the supplier of leads to a load-bearing sales force. That belies the reality that marketing is evolving to be the steward of the customer relationship across the lifecycle. The question for marketing execs is: “what measures & metrics demonstrate the full value of marketing to my organization?” Check out this on-demand session with our guest, Lori Wizdo, VP, Principal Analyst, Forrester Research, we’ll dig into practical approaches to that challenge, specifically:
- How to link marketing performance to corporate performance in ways the CEO, CFO & COO care about
- Which 10 metrics are more important to measure than revenue performance
- What metrics should be on the ‘Marketing Performance Dashboard’