Trends Report

B2B Measurement Needs A Reboot

B2B Customer Insights Professionals Must Focus On Consumer Indicators To Drive Business Success

November 21st, 2013
Tina Moffett, Principal Analyst
Tina Moffett Principal Analyst
With contributors:
Lori Wizdo , Carlton Doty , Wilton Arellano

Summary

Business-to-business (B2B) organizations struggle to provide a holistic measurement framework. B2B customer insights (CI) professionals must constantly deal with siloed, incomplete measurement of their marketing, customer, and overall business performance activities. The complex relationship between these functions creates an often contentious game of who should get credit for a lead-to-revenue opportunity. This report provides a pragmatic B2B measurement framework to help firms understand, track, and measure marketing performance across functions and the corresponding impact on key business drivers and B2B customer behavior.

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