Best Practice Report

Quantifying Marketing’s Influence

January 1st, 2018


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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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.