Vision Report

Marketing Measurement: The Forrester Way

January 1st, 2018


B2B marketers are continuously relied upon to prove that their actions are having a real impact on the business. To do so, marketing must establish an approach to measuring and communicating its success that clearly demonstrates its contributions to organizational achievement. In this report, we explain what constitutes an effective system of B2B marketing measurement, its required components, and key models for addressing measurement challenges.

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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.