Quantifying Marketing’s Influence

January 1st, 2018

Summary

Most B2B marketing teams are not responsible for closing deals, but they are responsible for contributing to improved outcomes. Traditional marketing influence metrics (e.g., marketing-influenced pipeline) summarize the value of all the opportunities that marketing participates in, but fall short of describing whether marketing’s participation made a difference. In this report, we describe a method for analyzing marketing’s influence by comparing various degrees of marketing engagement with desirable business impacts.

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