Applying Marketing Influence Analysis Across Functions

January 1st, 2018

Summary

Analyzing marketing’s influence on successful deals enables more informed decision-making across marketing and sales functions. To develop a complete view of the buyer’s journey, analyze the sequence of activities by a variety of roles. Each organizational function has a distinctive menu of available responses to the findings produced by marketing influence analysis.

As B2B marketing organizations continue to refine their analysis of the influence of marketing activities on successful deals, it’s important that the information produced isn’t just “good to know” but can be put to productive use (see Measuring Marketing Influence: Getting Specific). In this report, we outline the most impactful ways that product marketing, demand creation and sales functions can use marketing influence analysis to improve their performance.

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