Best Practice Report

Assessing Program Effectiveness

How Reporting Can Address The Challenges Of Meeting Demand Creation Goals

February 19th, 2018
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst

Summary

Marketers are under pressure to report their contributions to revenue goals. This is especially true for demand creation program teams, whose objective is sourcing and progressing demand. Most demand marketers don’t define reporting use cases and requirements during demand planning; they rely on vanity metrics that show activity volume to create the appearance of success. Data from sales force and marketing automation platforms and analytics tools doesn’t ensure marketers can assess whether efforts are on track to meet goals or what changes will get them on track. This report covers the dimensions of demand creation performance that enable demand marketers and marketing operations to connect a performance assessment to actions that can optimize results.

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