Best Practice Report

Beyond Sourcing: The Case For New Marketing Performance Indicators

October 21st, 2021
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst
With contributor:
Kerry Cunningham

Summary

B2B marketing functions face unrelenting pressure to demonstrate their business contribution in ways that are both data-supported and defensible. Although marketing-sourced and marketing-influenced metrics are staples of B2B marketing leadership reporting, the evolution of marketing strategies has stretched these metrics to their breaking points. When making the transition to sufficiency metrics, marketing leaders must overcome a significant challenge: justifying the adoption of a new method for assessing marketing’s performance. This report highlights key points that B2B marketing leaders can use to support the adoption of new metrics for tracking marketing’s business contribution.

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