Trends Report

Assessing Your Marketing Performance Management Maturity

Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool

March 5th, 2018
Allison Snow, null
Allison Snow
With contributors:
Caroline Robertson , Alexander Bullock , Kara Hartig


B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their performance more deeply — and help external stakeholders do the same. To do this successfully, B2B marketers need to zero in on five core competencies: strategy, organization, technology and data, measurement, and visibility and activation. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps.

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