Best Practice Report

Setting Marketing-Sourced Revenue Targets: A Practical Approach

November 2nd, 2018
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst

Summary

Almost all B2B organizations sell into multiple market segments that display some level of variation, yet marketing functions rarely do enough to address those differences when setting targets. Although marketing-sourced revenue is one of the most used measures of marketing performance, organizations often set marketing-sourced revenue targets that are unachievable and unmanageable. In this report, we describe a three-step approach to developing appropriate and manageable marketing-sourced revenue targets.

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