Measuring Marketing Enablement

January 1st, 2018

Jennifer Ross

Summary

B2B marketing organizations must use specific metrics to show the value that enablement programs bring to their businesses. However, many organizations struggle to define and use appropriate metrics, resulting in a lack of clarity on the marketing enablement program’s impact. This report uses the Forrester Metrics Spectrum to describe how to track the performance of marketing enablement programs with four types of metrics: activity, output, impact, and operational/readiness.

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