Best Practice Report

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

January 1st, 2018

Summary

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.

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