The Aligned Measurement Process Model: Phases And Stages

B2B marketing leaders uniformly express a desire for greater visibility into the impact of marketing. With visibility comes more confident decision-making, the ability to make the right adjustments, and improved performance. No single, generic collection of metrics can be applied to every marketing organization. High-quality measurement is the result of a process-driven approach involving both technical and social steps to align reporting to specific business needs. In this Forrester report, we take a deep dive into the process of developing, building, and implementing B2B marketing measurement across the model’s three phases: Strategy, execution, and evolution.