Vision Report

Beyond Sourcing: Evolving Marketing’s Performance Indicators

November 9th, 2020
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst

Summary

Conventional thinking among B2B leaders holds that measuring marketing’s success at sourcing opportunities is the best indicator of achievement. However, organizations that are hyper-focused on managing sourcing metrics understate and mischaracterize marketing’s impact on the B2B revenue engine. In this report, we highlight the limitations of marketing sourcing metrics and propose a new and meaningful combination of metrics to drive B2B marketing performance.

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