Best Practice Report

Beyond Sourcing: Operationalizing Marketing Sufficiency Metrics

January 10th, 2021


Marketing performance indicators designed to highlight the portion of pipeline and revenue that has been initiated or sourced as a result of marketing’s efforts fail to accurately express marketing’s contribution to the business. Such metrics must be replaced using new vision centering on the concept of marketing sufficiency. The technical aspects of replacing B2B marketing’s established performance indicators can be challenging yet transformational for organizations that choose to embark this change. In this report, we detail the elements of marketing sufficiency metrics and define a clear path for their implementation.

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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.