Best Practice Report

Marketing ROI: Defining Function-Level Efficiency Metrics For B2B Organizations

February 5th, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributor:
Ross Graber

Summary

Return on marketing investment, or marketing ROI, is often seen as a key measure of the marketing function’s efficiency. Traditional marketing ROI calculations are poorly matched to how B2B marketing teams create value. Most marketing leaders are better served by a simple calculation of marketing efficiency with modifications tailored to specific use cases. In this report, we discuss marketing ROI in the context of the marketing function as a whole, defines what should and should not be included, and highlights use cases that may require adjusting the calculation.

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