Best Practice Report

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

February 5th, 2021
With contributor:


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.