Trends Report

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 18th, 2016
With contributors:
Peter O'Neill , Matthew Camuso , Kara Hartig

Summary

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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With
Peter O'Neill
Matthew Camuso
and Kara Hartig