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	September 26, 2007 Best Practices: B2B Marketing Measurement Measure Marketing's Impact Across The Customer Life Cycle by Laura Ramos with Jaap Favier, Elana Anderson, Christine Spivey Overby, Jennifer Joseph	Average: 9  (2 ratings)

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Executive Summary

Business-to-business (B2B) marketers who measure marketing impact across the customer life cycle best capture marketing's whole strategic value to the business. B2B marketers hungry to complete this picture can learn from the best practices we identified in four areas: 1) understanding how prospects buy; 2) using demand management to build dialogue; 3) refining customer data management; and 4) aligning sales and marketing around common goals and objectives.

TABLE OF CONTENTS

• Few B2B Marketers Get Measurement Right
• Four Best Practices Show The Way Forward For B2B Marketing Measurement
• Identifying Your Challenges
• Forrester's B2B Marketing Measurement Next Practices
• Case Studies
• Supplemental Material
• Related Research Documents

This is an excerpt

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