Best Practice Report

Measuring Marketing's Influence on the Buyer's Journey: Development Stages

January 1st, 2018


Marketing must develop measurements that provide visibility into the influence it exerts over the stages of the buying process. Early manifestations of influence metrics quantify interactions between marketing and prospects during the buying cycle, while mature versions gauge the impact of interaction patterns on successful deals. The development of impact-focused influence measures is the result of a progression from less precise measures that are sharpened over time.

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.