Vision Report

Measurement Mechanics: Understanding The Four Core Mechanics Of Demand Measurement

February 7th, 2022
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
With contributors:
Ross Graber , Vicki Brown , Terry Flaherty , Cristina De Martini , Tyler Orleans , Arianne Burnette

Summary

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.

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.