Vision Report

Beyond Sourcing: Evolving Marketing’s Performance Indicators

November 9th, 2020

Summary

Conventional thinking among B2B leaders holds that measuring marketing’s success at sourcing opportunities is the best indicator of achievement. However, organizations that are hyper-focused on managing sourcing metrics understate and mischaracterize marketing’s impact on the B2B revenue engine. In this report, we highlight the limitations of marketing sourcing metrics and propose a new and meaningful combination of metrics to drive B2B marketing performance.

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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.