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For B2B Marketing Professionals

Vendor Landscape: New Technologies Make B2B Marketing Performance Management A Reality

Marketing Performance Management (MPM) Is The Continuous Optimization Of Marketing's Contribution To Revenue

October 18, 2016

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Why Read This Report

Organizations hold business-to-business (B2B) marketers responsible for forward-looking planning. But the backward-looking nature of marketing measurement techniques and philosophies hinder B2B marketers. Enter MPM: a discipline that governs goal setting, monitoring, and continuous optimization of marketing's contribution to revenue and other priority business goals. This report outlines the landscape of service providers that can help with B2B MPM strategy and execution.

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Table of Contents

  • B2B Marketers Are Stuck Looking In The Rearview Mirror
  • Move From Marketing Measurement To MPM
  • Vendors That Focus On B2B MPM Emerge
  • Recommendations

  • Move MPM From Aspirational To Achievable
  • Supplemental Material
  • Related Research Documents

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