Vision Report

Preparing For Exit: How Marketing Impacts Key Company Financial Metrics

August 11th, 2020
Jennifer Rouse, null
Jennifer Rouse


Most marketers at exit-stage companies tend to focus on marketing metrics tied to leads and new logos and miss financial metrics that are critical to a successful exit. When the company value is being determined, marketers should focus on marketing impact metrics that positively affect valuation. In this report, we discuss the vital role marketing leaders play in supporting an organization’s valuation and provide a high-level overview of necessary metrics and how organizations can best align to them.

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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.