Measurement Mechanics: Understanding The Four Core Mechanics Of Demand Measurement

The foundation for measuring B2B demand marketing performance is built on four core mechanics that operations teams must prioritize and master: touch tracking, lead-to-account matching, solution identification, and buying group assembly. Whether the organization is pursuing simple marketing sourcing or advanced attribution and ROI, these four processes form the basis for almost all demand marketing measurement. In this report, we provide an overview of the four core demand measurement mechanics, describe their relationship to the most common demand measurement methodologies, and offer next steps for improving these capabilities.