Best Practice Report

Beyond Sourcing: One Of Three Scenarios Will Define Your Path To New Marketing KPIs

A Guide To Navigating Resistance And Driving Change

September 1st, 2022
With contributors:
Cristina De Martini , Laura Ramos , Tyler Orleans , Arianne Burnette


B2B organizations must evolve measurement of marketing’s impact on the revenue engine beyond traditional, sourcing-based performance indicators to reflect current B2B buying behavior, but many find it hard to break from established orthodoxies. Marketing leaders committed to implementing performance indicators aligned with the value marketing creates must confront and overcome reluctance to change. This report highlights why B2B organizations must move beyond established sourcing metrics, the business factors that shape resistance to change, and approaches for overcoming that reluctance and effectively implementing a superior set of performance indicators.

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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.