Beyond Core Metrics: Storytelling B2B Marketing’s Business Value

To gain support for investment and demonstrate marketing’s progress toward audience and business value, B2B CMOs and other marketing leaders must effectively communicate marketing’s value by going beyond reporting on a set of KPIs, which paint an incomplete picture of marketing’s business value. Done well, it can inspire change and investment to drive growth; done poorly, it can lead to perceptions of marketing as a cost center with limited business impact. Marketing leaders must develop narrative skills to articulate value in a compelling way. This report shows how to use storytelling effectively to open business stakeholders’ eyes to marketing’s holistic impact on the business.