Best Practice Report

Assessing Program Effectiveness

How Reporting Can Address The Challenges Of Meeting Demand Creation Goals

February 19th, 2018


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.