Best Practice Report

Beyond Sourcing: Operationalizing Marketing Sufficiency Metrics

January 10th, 2021
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst

Summary

Marketing performance indicators designed to highlight the portion of pipeline and revenue that has been initiated or sourced as a result of marketing’s efforts fail to accurately express marketing’s contribution to the business. Such metrics must be replaced using new vision centering on the concept of marketing sufficiency. The technical aspects of replacing B2B marketing’s established performance indicators can be challenging yet transformational for organizations that choose to embark this change. In this report, we detail the elements of marketing sufficiency metrics and define a clear path for their implementation.

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