Vision Report

Beyond Sourcing: It’s Time For B2B To Embrace New Marketing Performance Indicators

September 11th, 2024
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst
With contributors:
Cristina De Martini , Brett Kahnke , Tyler Orleans , Kara Hartig

Summary

Conventional wisdom among B2B leaders has long held that measuring marketing’s success at sourced or originating opportunities is the best indicator of marketing’s achievement. However, sourcing and its associated metrics understate and mischaracterize marketing’s impact on the B2B growth engine. Sourcing indicators have outlived their usefulness, and B2B marketing leaders must replace them with a better-suited system of measurement. In this report, we highlight the limitations of marketing sourcing metrics and propose a new and meaningful combination of metrics that B2B leaders should use to express B2B marketing performance.

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