Why Read This
Chief marketing officers (CMOs) frequently ask Forrester what they should have on their management dashboards. Business-to-business (B2B) CMOs need to do more than measure activities like click-through rates and event attendees; they need to be more accountable for the pot of money that they spend. This means that they must have dashboards that measure and provide insight on the things that matter most to their chief executive officer (CEO) and chief financial officer (CFO), which are typically revenue growth and profitability. While there is a wide range of metrics that marketers need to capture, this report focuses on marketing's contribution to pipeline and revenue, as CMOs who fail to quantify this will continue to struggle to gain credibility and retain budgets.