Trends Report

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

February 24th, 2017
AS
Allison Snow
With contributors:
Caroline Robertson , Alexander Bullock , Kara Hartig

Summary

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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