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For B2B Marketing Professionals

Measuring Isn't Managing: The New Rules Of Marketing Performance Orchestration

Continuous Improvement: The B2B Marketing Playbook

February 24, 2017

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This is the Continuous Improvement report in The B2B Marketing Playbook For 2017.

Why Read This Report

The rules have changed for B2B marketers, who are becoming increasingly accountable for demonstrating their impact on revenue. B2B marketers who don't opt in to revenue relevance will continue to build plans on "what we did last year" rather than what has consistently demonstrated value to core, defined, and agreed-upon business targets. B2B marketers have a small window of opportunity to move away from their departments' legacy functions.

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Table of Contents

  • A Link Between Marketing And Revenue Signals An Impending Mandate
  • Marketing's Legacy Could Get In Its Own Way
  • New Rules Drive Cultural Changes That Support Revenue Alignment
  • Recommendations

  • Use The New Rules To Lead The Charge To Revenue Relevance
  • Supplemental Material
  • Related Research Documents

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