How To Report

Marketing ROI: Adapting ROI Concepts For B2B Tactic Or Program Evaluation

January 25th, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributor:
Ross Graber

Summary

Many organizations are drawn to the promise of financial analysis to associate specific revenue returns with marketing tactics. In reality, B2B marketing interactions are rarely simple enough to allow determination of the exact return provided by each individual tactic. Tactic analysis is best used to measure the relative effectiveness and efficiency of tactics against a shared objective. In this report, we discuss how marketing commonly uses tactic attribution to determine return, the limitations of those techniques in calculating efficiency measurements, and alternative ways to look at efficiency that may be more meaningful.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

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.