Why Read This
CMOs frequently ask Forrester which metrics they should monitor and report. 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 and show how marketing activity directly affects business results. This means that they must measure and provide insight on the things that matter most to their executive peers and the board, which are growth in revenue, profit, and customers. While there is a wide range of metrics that marketers need to capture, this report focuses on marketing's contribution to revenue — as a function of customer acquisition and installed base growth — since CMOs who fail to quantify this connection will continue to struggle to gain credibility and retain budgets. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.