Beyond Sourcing: Navigating Lift Analysis

Sourcing-based views of marketing’s contribution are fundamentally misaligned with marketing’s mission. B2B marketing leaders need a new system of measurement, one that’s better suited to demonstrating marketing’s impact. It’s time to replace sourcing with metrics that focus on the revenue lift created through direct marketing engagement with buyers. As B2B leaders pursue this approach, they must navigate a common set of contextually driven choices and challenges. In this report, we highlight common obstacles to performing lift analysis and provide guidance on overcoming them.